But to the contrary, Microsoft is moving in the opposite direction. With its A Childhood for Every Child campaign, launched as a complementary effort to PhotoDNA and in conjunction with NCMEC, Microsoft urges the public to take a greater interest in this important cause. According to Farid and others, this is a case where corporate interests effectively – and perhaps even altruistically – work for the greater good. "I am generally cautious of partnering with corporations," says Farid. "The Microsoft team, however, has been incredibly committed to working on this problem with no obvious financial benefit."