Creatively, the symbol of an hour glass was used to dramatise the fact that time was running out. All communications were unified by the line 'can we count you in?' In the final two weeks of the campaign, the TV ad even featured an updated total to show how close World Vision had come to reaching the target, thereby urging more people from consideration to commitment.TV and radio ads were fronted by a World Vision spokesperson. Outdoor, regional radio, insert, direct mail, face-to-face & PR were used, to extend the direct reach of the campaign.

Actual Sponsors recruited 2,054.ROI 6:1.