Is this ad targeted at men (who would be intrigued to rub the spot) or women? I think sensitive issues like this have to be treated with care but then again they usually go unspoken and therefore ignored. It's tough.
Sadly even if you are moved to do something you can't actually donate anything to AMAM. Maybe I'm wrong?
And lastly these Cannes mock ups with the banner embedded into a page mockup are annoying!