Is there anything more heart-rending than the wail of a small child? The beginning of this spot for French charity Doctors of the World (Medecins du Monde) can't fail to get our attention, as we see footage of young kids crying their eyes out.

The children, clearly in pain or terrified, at first seem a familiar sight reminiscent of films from other PSAs featuring little ones sobbing from misfortune. But, as it turns out, they are crying for another reason. The international campaign, by DDB Paris and directed by Achim Lippoth of Magali films, links to a donations website.