A full page ad in "Campaign" announced our fundraising drive, replacing a typical nouvelle meal with the educational supplies Save the Children would be able to buy with the money instead. This was followed by hand delivered bag containing a packet of humble cheese-and-pickle sandwiches as a replacement for the traditional advertising executives' lunch.

Every bag contained a letter signed by our CEO asking people to Skip a Treat (lunch) and donate the money they would usually have spent.

We were very impressed with the generosity of our colleagues. People didn't just skip lunch, they skipped dry cleaning, business-class flights and even football season tickets. Thousands of pounds were raised for Save the Children - and the agency's profile was raised too!