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February 23, 2009, 12:45 PM ET
Charity Hopes Oscar-Wiinning Film Will Produce Donations to Fight Disease in the Developing World
The acclaimed film, “Slumdog Millionaire,” which won an Academy Award for best picture on Sunday night, has spawned a campaign to raise money and visibility for diseases that afflict the world’s poor — and can be easily treated.
The Institute for OneWorld Health, a nonprofit group that develops drugs for poor people in developing nations, ran a full-page advertisement in today’s New York Times that directs people to the group’s Web site.
The ad uses the “it is written” line from the movie to entice people to click on a link to the organization’s Web site and donate online. The charity focuses its efforts on fighting what it calls “neglected diseases,” meaning illnesses that are treated and prevented in wealthier nations.
What do you think? Is using a popular film a good way for a nonprofit group to raise money for its cause?
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