The creative got a great response in terms of donations. 3,848 people visited the website to find out more. 79% were new visitors. 336 signed up to donate - an impressive 9.5% conversion rate. One individual found it so compelling they donated an unsolicited £9,000.

The creative also did wonders for awareness. It’s estimated to have reached over 2m people via Twitter alone. And it even got a mention in a speech by The Department for International Development. All in all a fantastic result for a press ad with limited media spend.