Fancy fundraising: Kitsch or Keeper?

Check out this innovative take on fundraising from the folks at the agency Ogilvy & Mather Dusseldorf. donate-a-meal

So here’s the question.

Is this kitsch or keeper? In other words, is this a viable way to do fundraising, or an overly slick marketing ploy to use cute little model-children to raise money? Have at it. Thanks to the Osocio blog for the tip.