Yep.. they know what they're doing alright. They've now reached their first target of $50,000:

Our hilarious ad is approved and ready to go to the stations. $50,000 can air our ad during 60 Minutes - the most watched program in Australia, and exactly the audience who will respond to this important spoof.

But let's not stop there! We're working with expert media planners to pick the most effective placements - and every dollar raised will allow us to amplify our message further.

It might not seem like an obvious cause to donate to, but people (including me!) can see quick and very visible returns for their money. I think it's great.