Getting awareness for NGOs is extremely hard, especially when you have a limited budget. The fact of the matter is that people don't like to hear about bad things and they quite literally switch off when these kinds of adverts come on.

To combat this, we created an advert that people couldn't escape from. Using a media block - getting airtime on the most popular radio stations at the exact same time - we were able to make sure that even if a listener changed the station to avoid the ad, they would still hear it.

I conceptualised, wrote and produced this advert with my Art Director, Kyra Antrobus.

This radio advert got a finalist at the local awards show, the Loeries, as well as international award show Cannes Lions, and a finalist at the One Show, with an 'In Book' result.