Created by Euro RSCG Wnek Gosper Partners, the direct response ad is a sombre reflection on the impact that the war has had on Liberia's civilians, especially women and children.
Stark images of Liberians are shown, interspersed with the lines: "Fourteen years of civil war. There's nothing civil about it." It finishes with a telephone number where viewers can call to make a donation.
The Disasters Emergency Committee said that now that peace is returning to Liberia, aid agencies can begin to bring help to the people, who have suffered because of the war.
Brendan Gormley of the DEC said: "There are an estimated 1m people in desperate need of fresh water, food and shelter in Liberia. This commercial will allow our appeal to reach even more people. This is essential because we are relying on the generosity of the British public to help the people of Liberia."
The ad was written by Steve Nicholls and Matt Anderson, and will run on donated airtime negotiated by MindShare.
Nick Hastings, executive creative director of Euro RSCG, said: "The simplicity of the ad powerfully conveys the extent of the humanitarian crisis that the DEC are facing in Liberia. We hope that the public will feel moved to do what they can in this crisis."
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