They have proposed to enter a new category into the Awards Ceremony that would be free (but required) to enter for any agency looking to enter their work into one of the original categories. These agencies would submit 1 idea about something that could be funded (building something, filming something, etc) in order to help those that need help.
These ideas would then be judged and the winner picked by the large multi-national corporations that run and attend the event. These companies would then combine the resources in order to put the winning idea into practice.
This seems like a great idea, and something I would like to see happen with other events around the world.
One supporter of Humanitarian Lion has created a nice video that plays on the recent Burger King Whopper Virgins ads that have been showing in the US. The idea is that they have travelled to South American countries (and other far off places) to perform a taste test between the Whopper and the Big Mac for those that have never tried either.
Below is an example of the type of ad they have been showing:
Burger King Whopper Virgins Ad
The Humanitarian Lion supporter has responded with this rather effective advert that takes that same concept, but applies it to everyday amenities (water, transport, etc). It reminds me very much of the Oxfam-type adverts that appear on TV every now and then.
See for yourself:
Humanitarian Lion Response