Should Advertisers Risk Offending to Enlighten?

When researching for my Independent Project, I came across an article debating whether advertisers should shock people in order to create awareness. The example they used above is an awareness campaign by Cordaid, for third world poverty. Although the ad does shock you, I think that it shocks people into realisation, and thus successfully affecting the audience's views- a key aim in charity awareness campaigns. However I do think offensive material is an important consideration for advertisers, as it should be avoided in order to not create a negative reaction from the target audience.