Our creative idea was to highlight our transparency and determination to maximise the effect of every donation, by demonstrating the specific impact of a donation to Children in Need.

To do this, we enlisted multi award-winning artist Dan Tague, whose acclaimed origami bank note art would form the perfect medium for our message. We created three unique executions, each highlighting the precise positive effect of a contribution to Children in Need, creating a tangible connection between a donation and its positive impact.

Dan's pioneering technique uses painstakingly hand folded banknotes to turn everyday currency into art objects - altering the conventional in the same way as we aimed to alter people's preconceptions about the every day reality of charity donation.

Our work ran in Manchester, the home of Children in Need, during the fundraising phase of the campaign, in the several weeks leading up to the flagship programme that aired on the 18th November. All media space was donated to us free, as partner organisations rallied around the creative idea.

The results exceeded all expectations. This work formed a vital part of a 360 degree campaign that helped Children in Need make 2016 our most successful year ever, raising a record £46.6m in on-the-night donations alone. The correlation between a donation and its positive impact was reaffirmed, and those who donated had the extra satisfaction of knowing precisely how much good was done by their generosity. The relationship between Children in Need and our supporters was strengthened, and our key tenets of transparency, accountability and dedication to maximising every donation's impact were brought to the fore in the public's mind. Most importantly, of course, was the fact that the record total raised meant that we were able to help more children than ever before.