World Vision are the first charity to offer a gift catalogue and the first to use DRTV to sell it. Increased competition in other channels made TV appealing, especially at a time of over-indulgence and extreme commercialism. People are becoming tired of the eternal problem 'what do I buy?' Our strategy was to offer the Alternative Gift Catalogue as the perfect solution. The 'Night before Christmas' TV programme uses Brian Conley, who appeals to our traditional supporter profile. Set in the family home on Christmas Eve, Brian told how the Alternative Gift Catalogue was the answer to all his Christmas worries.

Response rate 288% greater than expected.Purchase value 12% higher than the average channel purchase value.