Tony Blair must take his "last chance" to put warm words on Darfur into action to end the killings and humanitarian crisis, a new advert will warn.
A coalition of campaign groups has taken out the full-page newspaper adverts in a bid to persuade European leaders to impose targeted sanctions on those responsible.
The situation in the western region of Sudan will be on the agenda at next week's EU summit - less than a week before Mr Blair quits 10 Downing Street.
And campaigners are frustrated that leaders have so far expressed official "concern" 57 times but have held back from imposing sanctions.
The advert cites three similar quotes, from Mr Blair, German chancellor Angela Merkel and French president Nicolas Sarkozy, about sanctions - asking readers to "spot the difference".
"If three of the most important people in Europe think that the situation in Darfur is 'unbearable' and 'intolerable' isn't it time the EU did something about it?" it asks.
"In the last three years, EU foreign ministers have mentioned their 'concern' 57 times in 20 joint statements on Darfur. Their next meeting is on 18 June.
"Will there be more statements of 'concern' or will Europe finally act by imposing targeted sanctions on top Sudanese policymakers and others responsible for the killing?
"Prime Minister, this is the last chance of your premiership to deliver on Darfur. Please don't squander it. Enough promises. Enough 'concern'. It's time for action."
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The advertising campaign is being run by the Aegis Trust, Human Rights Watch, the Sudanese Organisation Against Torture and Waging Peace.
