Facebook cartoon profile pic real motive

"For a week, change your profile picture on Facebook to one of your favourite cartoon characters from your childhood. The aim of the game? To not see human heads on Facebook but a true invasion of childhood memories"

The status message went viral and everyone was putting cartoon charactors from their childhood to their profile picture not knowing who's behind this and whats behind this.

I could finally find that this is initiated by a organization known as "campaign to end violence against children". The viral status message we received is not exactly the one that the organizers of the campaigns propagated. What we put is  given above.

But the real one put by the organizers is

"Change your Facebook profile picture to a cartoon from your childhood and invite your friends to do the same"

Eventually this was a major hit and a top google search keyword last few days and don't you think that the organizers achieved their consent?