A charity that sends volunteers to Africa to help build schools is seeding fake clickbait ads on social media in a bid to drum up support.
The Facebook and YouTube films, created by Dare, use titles such as "Hot girl fails" and "Unbelievable trick shot". When clicked, they reveal provocative lines about wasting your life – for instance: "What the fuck have you done?" The actor Nathaniel Parker provided the voiceover. The work was created by Nathan White, Jake Attree, Andrew Edelston, Matthew Weiner, Ben Daly, Matt Callaby and Pippa Harrigan. It was directed by Martin Stirling through Partizan.