The suppliers who register with Simplexis want to help themselves by helping the kids who use their products. This campaign speaks to this point by emphasizing the kids, subtly crediting the suppliers for their smiles and thereby making the supplier smile as well. Since the image accomplishes this goal on its own, the copy is free to explain what monetary benefits Simplexis' online purchasing hub offers. In addressing both of these concerns, the ad also creates a sense of partnership between the suppliers and Simplexis - both parties doing well for themselves by doing good for others.