On February 6, 2023, the most powerful earthquake of the 21st century occurred on the border of Turkey and Syria, followed by several more and a series of aftershocks. Thousands of people have died, numerous homes have been destroyed, hundreds of thousands need help. At the same time, the earthquake in Syria occurred at the peak of the humanitarian crisis caused by an armed conflict, when, according to the UN, the lives of 4.1 million people depended on humanitarian aid. At the same time, according to media reports, only 13 countries extended a helping hand to Syria, while 42 did so to Turkey. The volumes of financial assistance are also not in favor of Syria. The World Bank pledged to provide Ankara with assistance in the amount of 1.78 billion dollars to eliminate the consequences of the earthquake. At the same time, according to the EU, only about 3.5 million dollars were allocated to Syria after the disaster. That is why a creative concept was developed to support a country in need of additional attention. The print advertising asks to pay attention to the destruction from the earthquake which added to the destruction from military operations. And to express this attention - by donating to the Solidarity Fund, which uses the funds to provide help to Syrians.