It is this still shot of Kiki Joachin's miraculous rescue from the rubble in Haiti seven days after the earthquake that AmeriCares is using to encourage donations.
The photo - the Toronto Star got it right with front page play Friday - was snapped by veteran New York freelance photographer Matthew McDermott, He describes the emotion of the moment for CNN's Jeanne Moos.
McDermott is also interviewed in a UK Times story out of New York.
It is THE shot to beat among the many potential photojournalism competition award entries for 2010
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