Something like a scenario.

Researching on the exact operation of donating to Wikipedia and quotes of Wikipedia founder Jimmy Wales, the following are scattered words and phrases were selected; they that are persuasive in a more personal level. The text that can be used in the 15" movie could be:

Together we are documenting our history, our society, our science and technology, our culture, our environment. 14 million articles, 270 languages. It stopped being just a website long ago. For many of us, most of us, Wikipedia has become an indispensable part of our daily lives. The world is becoming a village and Wikipedia its library. Wikipedia is there when you need it - now it needs you. Make a donation now - url - Wikipedia Forever."

The final 15" ad, will be made mainly in AfterEffects. Following the "wiki" style of Wikipedia (getting from one place to the other) the mail "character will be a cursor, that will click on words and phrases of the scenario. Each click will lead to the following phrase (which will have selected "clickable" words. The cursor will further click on these words and the new phrases will show, and so on, until the final message ("Make a Donation"), shows up.

The aesthetics will remind an on-growing tree branch, so resembling illustrations might appear. The background textures, type and color pallet will remind that of the Wikipedia web page.