At last, some genuinely fresh thinking in press advertising from a charity

by Andrew Papworth

Discover what’s so special about this ad from Sightsavers that it made Andrew Papworth go ‘Wow!’

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RCSB: Bhopal emergency appeal


Created in less than two hours, this ad went on to raise more than 20 times its total costs in just a few days, to become a classic example of disaster appeal advertising. More than £420,000 was raised and most of it directly attributable to the press advertisements.

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