We’re not asking people to change behavior, they buy books online anyway. We’re simply asking them to consider Good Books when they do. By doing so, they make a contribution. We do not mark books up to cover that contribution.

By telling our story in the style of great writers, we hope to tap into as broad an audience as possible – beyond the book buying public and into political activists, the media and anyone with a heart - hence the wild pendulum swing from Hunter S Thompson to Mills & Boon to Louis Carroll.

The script was written to celebrate the 150th anniversary of the creation of Lewis Carroll’s timeless and epic piece of “nonsense”. We follow Alice down the rabbit hole to the Mad Hatter's tea party in an affectionate parody. In charity, as in all things, the pen is mightier than the sword.

Over a period of 18 months or so, using only the miracle of eletronic mail, the production company in Argentina and the agency in New Zealand were able to write, produce and polish an affectionate homage to Lewis Carroll’s enduring masterpiece – with nothing except ideas and respect changing hands.

Due to commercial sensitivity, we are unable to quantify the dollar figure that has been delivered to Oxfam since the beginning of this project. (It is a big number.)

However, the creative community worldwide has embraced our model and – without a single kopek changing hands – has contributed major amounts of time, effort and skill to support the cause. We have a growing band of vocal supporters internationally and have attracted thousands of plays across multiple channels, hundreds of positive comments and featured several times on Vimeo staff picks.