A week before Christmas, Typhoon Sendong (Washi) flooded southern Philippines. The provinces of Cagayan de Oro and Iligan didn’t know what hit them. We designed an image where The Philippine Map was submerged in flood water and uploaded it on Facebook the day after the disaster struck. Together with a message “There are 27 million Filipinos on Facebook. If each one donated 5 pesos to Red Cross, we could raise 135M.” This single image moved thousands of people to act and contribute 45% of the cash donations worth 63.5M.