Creativity-fueled generosity is something that we at Charity Charge live for. Especially when humor, with the help of social media, is able to spread the message to the masses. This was the case with the recently launched #HelpKenyaNotKanye project. It consists of a simple scrolling site that encourages visitors to donate to causes such as poverty alleviation, wildlife protection, and accessible, clean drinking water in Africa. However, instead of using the third-world imagery we have grown accustomed to, the site makes use of all things Kanye West to pull at the heartstrings of potential donors.

The person behind the idea is senior copywriter at ad agency Alma DDB Gabriel Ferrer, a frustrated fan of Kanye West. After stating the he was $53 million in debt, Kanye took to Twitter to convince the Zuckerbergs of the world to donate millions of dollars to him instead of helping “open up one school in Africa like you really helped the country.” Ferrer, unable to defend the infamous rapper’s latest rants, decided to opt-out of negative conversation and flip the situation into a positive message.

Armed with an array of Kanye West-related puns, Ferrer created Help Kenya Not Kanye to put in perspective the dollar cost of products by Kanye West against the value of an equal donation for a cause in Africa. The simplicity of it all is what makes it work so well. The site is divided into nine sections that pair different products by Kanye West with their respective charitable counterparts, linking to organizations such as Just Give, UNICEF and The Tap Water Project. Clever categories such as “H2O > H To The Izzo,” “Books > Boosts,” and “Beasts > Beats” are sure to leave any Millennial laughing while pressing the donate button. The colorful wallpaper contrasting Kanye West with different problems in Africa also make great use of humor to communicate a simple message: there are other people who actually need the money.

Part of the reason we love this so much is not only because Ferrer was able to start a positive conversation from an otherwise highly-criticized situation, but also because of his confidence to act on inspiration. He just did it. No overthinking—just plain, old do-it-yourself attitude. And this resulted in amazing responses by people who were able to share in the humor while learning of real problems and tangible solutions. This seems like a win-win for us. Let’s hope Kanye isn’t too disappointed at the turn of events.