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.

Press is not traditionally a high performing medium for fundraising except in emergency situations. We achieved an average gift of £43.23.