We examine the clichés that breed apathy and burnout on social media. We also write sharp satirical content to spotlight funding problems – grants that are slow to adapt to the current funding crisis. We write about well-meaning aid designed without the people it’s meant to serve: solar wells that fail in rainy season; grants for fancy cameras where food is needed; “endangered language” money that enriches academics but never reaches the speakers. We’ve watched studies get millions while the subjects get nothing. It’s time to use technology and creative thinking to change all this.