How do you send Facebook into "meltdown" (according to Mail Online) with a charity campaign, one that will stand out among the millions of others out there? Answer: Get Idris Elba to invite the audience on a Valentine's date.
"Luther" star Elba is appearing in a video created by philanthropic group Omaze (which specializes in auctioning celebrity appearances) for W.E. Can Lead, a charity that aims to empower and educate girls in Africa. In it, he invites the audience to donate to the charity to be in with a chance of winning a Valentine's date with him. He suggests a meal of truffles, pepper soup and fufu, adding: "That's an African dish, and you pound the yams. And you know what? I'll let you pound my yams."
The film has had over four million views on Facebook so far, and 25,000 comments. The winner of the competition really does get to go on a date with Elba, and flights and hotels are included (as, presumably, are the yams).