The advertising industry has taken selfish giving and turned it into cause marketing, where companies promoting their socially conscious deeds has not only become accepted, but it has been expected by younger audiences. Jason Sperling examines his selfishness behind creating a video series for kids with cancer, but also how selfish is becoming the new selfless in his industry and in all of us. Jason serves as Senior VP, Chief, Creative Development at RPA Advertising in Los Angeles. He oversees marketing for Honda, UNICEF Worldwide, Amazon, TikTok, the Pediatric Brain Tumor Foundation (PBTF) and the LGBT Center, Los Angeles. With the PBTF, Sperling helped develop “The Imaginary Friend Society," the first animated film series developed specifically for pediatric cancer patients. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx