A deeply human, individual approach to the refugee crisis. The campaign set out to stand out against; a backdrop of extremely negative media-coverage about refugees, a crowded fundraising marketplace in the build up to Christmas and beyond and a target audience showing concerns over various fundraising techniques. The campaign adopted a different approach by asking the viewer to watch a single, uninterrupted, head and shoulder sequence for 90 seconds. This was accompanied by a compelling and intimate script delivered by Julie Walters. The results were outstanding, beating all previous KPIs covering response rate, volume, retention and ROI in 2016. On New Year’s eve alone, 2,127 premium texts were received.