With consumers tightening their belts, overseas Relief and Development charity World Vision not only have to compete for share of the charity market but share of wallet generally.

Growing the supporter base has demanded that we generate increasingly insightful and imaginative ways of explaining the cause across all our retained work for child sponsor acquisition, retention (CRM), campaigning and advocacy.

This emotive viral film for World Vision highlighted the lack of access to clean water in the developing world and the need for action. The number of views, subsequent hits to the World Vision site and donations smashed the charity's target by 40%.