Are you playing square?" poster
The pattern
This still is filed under Donor guilt appeal.
Define
The donor is asked to feel the cost of not giving, then given a precise act that relieves it.
Mechanism
Obligation then release. Close kin to problem-agitate-solve, aimed at a gift rather than a purchase. Handle with care.
Verdict
The need is real, the ask is specific, and the donor can act today.
Why it works
It creates an intense, inescapable feeling of being watched and judged by the very people the viewer is supposed to be supporting. The soldier's massive scale and piercing eye contact make the simple question feel like a direct, personal interrogation about gas rationing.
Steal this when
You need to enforce compliance with rules by making the human cost of cheating vividly and uncomfortably clear.