Every three seconds, a child dies from a preventable cause. That's not a metaphor. That's a metronome.

During a live performance of Mad World, one choir boy left the stage every three seconds. No announcement. No explanation. Until only one remained.

Over one million YouTube views in ten days. 17,000 shares. International news coverage. And a 3,600% surge in website traffic for the International Children's Fund – with a 24% donation conversion rate.

We didn't explain the statistic.
We made people feel it.