Why do Americans need to "put aside their callousness"? The US has yet to sign the International Mine Ban Treaty. Australia, thankfully, has signed. More on the US campagin here.
The ad agency The Brooklyn Brothers put together a PSA for the UN anti-landmine campaign. The spot (quicktime) begins with shots of a girls soccer game, aimed squarely at the heart of middle-class Americans. After a goal, one of the girls gets blown up by an unexploded landmine. No one will air it, and although I strongly think it should be aired, I understand the reluctance. On the other hand, how else do you convince most Americans to put aside their callousness?
If no US stations will run the ad, I imagine it would make a very effective viral campaign.