I had a hard time explaining what the site actually does without going over the title character limit, so here goes:

Users are presented with a video of a child about to be abused by their parent/guardian. The user is prompted to call a toll-free number (from a batch of ones available for the campaign) to stop the abuse from happening. Calling the number actually starts a new video, showing that you virtually prevented the abuse.

Really inspiring use for a really good cause.

Is it a behavioral reinforcement sort of thing, designed to overcome inertia/uncertainty in future real-world situations? That sounds sort of beneficial to me, but OTOH I'm a cynical utilitarian. I can see how a lot of people would find it creepy/objectionable. Canada's a bit mroe paternalistic than the US.