The writing  "They have done me a goal offside"  is at once to the underside of the eyes of the child that cries.

It  finds its non confirmation and  confirmation simultaneously in the following line  "We are working because these are his only problems." The first line implicates then a very emotional hidden opposition  that does not confirm the previous: "This is not true that children cry only for these things, and you and we know that. There are many worse things."  

The second line turns upside down this  hidden opposition and proposes an identity  by similarity with the first affirmation, with reduction of the feelings of guilt, conditioned and canalized to the money help, which it is openly solicited.

This is an effective advertising, although very complex and with a bit of emotional blackmail.