Around the world there are 30 million children waiting to be immunised, so we created a global ‘queue’ of children. The idea came from memories of standing in line at school, waiting for vaccinations from the school nurse. In the developing world, millions of children may simply be waiting to die. We turned this complex problem into a simple and powerful image, culminating in a very clear call to action to ‘Cut the Queue’ by giving £3 a month to save 84 Children a year.

We recruited 394 new donors straight on to direct debit, giving an average of £60.93 and 37 cash donors giving an average of £39.86. This equates to a year one income of £25,202, which could enable UNICEF to cut the queue of children waiting to be immunised by over 58,600.