What is an ad campaign if not a premeditated push meant to woo the public into thinking something good about a particular product or service. Ad campaigns tell you what to think. Truth be told, some of them are impactful or utterly sincere and make perfect sense to exist – such as a nonprofit fighting for equality. But most of them aren’t.

If there’s anything we can learn from the campaigns put forth by NGOs, it’s that advertising – in their case, creating awareness about a cause – is not so much the responsibility of the artists who created the poster or the video, but the responsibility of the follower sharing that content with others in the hope that they will join the crusade