'Sreynet' is a 60-second DRTV ad that tells the story of one girl, Sreynet, in two parts - her life begging on the streets, and her UNICEF-supported schooling. The experiential style of the ads brings home the unspeakable reality of the situation. The direction is up-close-and-personal. The editing is fast-paced and hectic. The soundscape is visceral. The ad helps redefine a genre. There is no artifice. No emotional blackmail. No begging. This is an objective film that treats the children as real people with rights rather than fundraising objects. This a dignified, rights-based approach to global development charity DRTV.

To bring the reality of the situation to living rooms in the UK, the ad was shot on location in Phnom Penh, Cambodia. Here we followed 10-year-old Sreynet, begging strangers for money for money to survive. We filmed her as she slept on the street - under a net by a streetlight - surrounded by the chaos and dangers of the Phnom Penh night. And we also captured the moment of calm she enjoys at a UNICEF-funded drop-in centre. The ads is unprecedented for the sector inasmuch as they focus on context as much as the child.