When someone is searching how to save a life, the last thing they need is an ad.

In an emergency, every second matters. So Pague Menos created NO AD and bought the ad space before first-aid videos on YouTube, not to advertise, but to make sure no one else could. Turning media dollars into seconds that could actually matter.

Then something bigger happened. The idea sparked a conversation about ads standing in the way of life-saving information, and YouTube changed its policy, removing ads from first-aid videos altogether.

What started as a campaign to remove a few ads helped remove them for everyone.