We distributed one hundred cameras to people in need and asked them to capture a snapshot that reflected their life. The stark images of poverty taken by people in need formed the creative content of the Winter Appeal campaign – used in TV spots, posters, direct mail, parish envelope and online banners. The brutal simplicity of the campaign and the raw nature of the images were deeply moving. This was a genuine, honest appeal directly from the people in need, not a charity telling their story on their behalf. The voiceless had been given a voice. The line said it all: This time it’s personal.