Public service or public depression?

The Ad Council has launched a campaign of slickly-produced TV commercials aiming to, I guess, make people feel so horrible about themselves that they'll give more? Give to who or for what cause, exactly, they don't say...perhaps the idea is that when viewers awake from their spasm of self-loathing they'll magically think of a specific organization to whom a check must now be written.

OK quick poll for all the major-gift officers and annual-campaign directors out there: how well does drowning the prospect with guilt about how selfish she's been tend to work for you? I'm trying to picture that role-playing session at an AFP training....Gotta wonder if anyone who has ever done fundraising in the real world had anything to do with creating that campaign.