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Why is it some things work, others not? Take One Act - they define themselves as:
"Let's take the time to thank the unsung heroes of Lebanon whose #OneAct has made a huge difference during these challenging times. Let's make sure that their kindness doesn't go unnoticed. Whether it is supporting people during the economic crisis, helping through COVID-19 or providing relief after the explosion, the ordinary people of Lebanon are taking action every day to help the country back on its feet." Apparently they are an offshoot of Search For Common Ground (An NGO working to end the violent conflict in Lebanon through conflict transformation. It’s our purpose — our call to action.)
The One Act ad left me gasping for breath (see here), just normal people talking about other normal people who stepped up to the plate and rose up to their human values. Humans helping humans in their time of need specifically after the August 4 Beirut explosion, without fanfare, without overdoing things. Or to go back to the Atlanta Games Nike Air zoom launch ad: "tell us what us, tell uh s what it does, and don't play the national anthem while you do it" - except what these people did, was heart-wrenching.