I would probably begin the ad with Isaiah 1:17, which says "Seek justice, protect the oppressed, defend the orphan, plead for the widow." This is IJM's personal call to action.
I want avoid the cliché look of all the ads that show black-and-white photos of scrawny children with no shoes, basically slide shows of sad pictures. I think society has largely been desensitized by the bombardment of these images. I would instead opt for illustration, which gives me the option of stylizing and adding more expression to the images I'll be using. I might also hand write the verse at the beginning of the video to visually fit with the illustrations.
With the illustrations, I would want to keep with my trend of moving from sad and shocking to hopeful and encouraging. I want to move from the command of the verse to the action of the organization, along with an invitation to be a part of the movement.