Sorry, but the entire concept is goyish. I am so offended by the burying into gashmiyus that I refuse to donate a single penny to this organization. I was always bothered by the huge expenses they incur with their overly lavish and costly ad campaigns. To be honest, some have actually been interesting. But this is not tzedokoh. I do not even care whether they consider is cost effective for them. It is plainly disgusting, and has absolutely nothing in common with a Torah set of values.
This next statement is nasty, but here goes. I hope everyone else is so offended by this that we collectively lodge our revulsion, and withhold money from them until this goyish set of values stops. I am not making a statement about the organization, just the campaign.