Use the broadsheet (non-tabloid) press to a targeted audience of educated readers. The proposition: help Christian Aid change the trade agreements that stop poor countries fighting poverty. Dramatise the unfairness of the current trade rules by creating a 'big fight' between the tiny producers and the heavyweights. The graphic lanaguage quickly communicates the idea with impact and emotion, without trivialising the issue.

Lowest ever cost per response achieved of £10.51.• total coupon responses to both the Boxer and Wrestler press ads was almost 17,000 • From the postcard tip-on a further 15,500 postcards were sent to Tony Blair • website traffic increased x four in the first month • named campaign of the week in The Daily Telegraph • elicited a letter of support from the Government Minister for Overseas Development Clare Short