Like all charities Action Aid is dependent on fund raising to support the work it does in rural India.

Advertising plays a vital role in this, but superficially it can seem like an extravagant use of funds – and the trustees would be rightly criticised, if it did not provide a good return on investment. 

This ad,‘’Do you really need £10 more than he does?‘’ 

was designed to communicate urgency and give the impression that no money was wasted on production.  It proved highly successful, bringing in more donations than any ad before or since and was the first of many ads, door drops and inserts that my writer and I worked on over a two year period.