The true measure of a man is how he treats someone who can do him absolutely no good. This is the challenge we face each time when asked to donate money to someone we don’t know. And a challenge for the Red Cross when asking Lithuanians to donate money.

Lithuanians are quick to give a helping hand to relatives, neighbors or someone who could be beneficial to us, but helping a stranger…

For the Red Cross organization, it is even a tougher call because usually they ask to donate not for a particular person or cause – but for everyone who will suddenly face a crisis.

This theme, about helping without looking for self-interest, has become an essential leitmotif for the spring campaign of the Red Cross, during which people can donate 1.2% of their personal income tax to charity organizations.

In the ad we see a fisherman rushing to help a drowning man, but instead of giving him a hand, the fisherman starts asking him different questions – is the drowning man rich, does he have acquaintances among politicians, et cetera. It becomes obvious he is trying figure out how he will benefit from the saved man. Finally, he discovers the poor man is a music teacher and at this point the fisherman saves him because his daughter is looking for the violin teacher. The voiceover at the end urges to help and donate without seeking benefits for yourself.

The campaign was aired for the first time on Lithuanian’s national television only on 17th of April. But already caused a massive conversation in media and social networks.