SOS Children's Villages International in Norway wanted to draw attention to the distressing experiences of children in Syria and to encourage people to donate to a 'winterisation' campaign by providing clothing and blankets.
The charity created a YouTube video showing an 11-year-old boy sitting at a bus stop in Oslo without a coat, hat or gloves. A hidden camera showed how passers-by responded, offering the boy their clothes to keep him warm.
The video asked: "Are you one of those who takes action when you see someone is in dire need of help? Children in Syria are freezing."
The video went viral, attracting 1.5 million views in the first 24 hours and 12 million within five days. More than 2.2m Norwegian krone (£220,000) was donated in the first five days of the campaign.