The charity organization Børnefonden launched the campaign ‘Tænk sort’ (think black eng.) - Support Africa's young talent something is worth fighting for- in June 2012. The campaigns purpose is to change the perception of Africa as a continent of hopeless victims by presenting Africa’s young and talented generation to the audience. This article explores what the Tænk sort campaign website does to get the visitors to contribute to their cause and the use of emotional elements of persuasion to get the visitors to contribute to Børnefonden’s cause. There are similarities between the emotional outcome of pathos and visceral emotions. By using emotions as a mode of persuasion the website empowers the audience to change the perception of the situation in Africa verbally as well as visually. The Emotional reactions are based on biological patterns of recognition whereas visceral reactions are driven by biology and generally common across populations and cultures.