A photograph of an African girl by Will Okun, a teacher from Chicago who went on a trip to the Democratic Republic of the Congo with reporter Nicholas Kristof. In an experiment to find out what motivates people to donate money to a cause, psychologists created the story of a small hungry African girl who needs help. Psychologists asked ordinary citizens to contribute $5 to alleviate hunger abroad. In one version, the money would go to a particular girl, Rokia; in another, to 21 million hungry Africans; in a third, to Rokia but presented as a victim of a larger tapestry of global hunger. An individual child in distress was more likely to motivate donors than hungry masses.