There was no need for blood or pictures of the mutilated girl. Just leave the reader with the thought of how a girl's womanhood was removed with the rustiest of razors without anaesthetic.

In comparison, the paper the blade was on was harmless, but just think what it had done to countless girls.

Bold and single-minded, this stark press advert painted a bleak picture in the reader's mind.

August 2004 to September 2004. Raised the number of $25 monthly donors by 700% and one-off donations rose by 167%.

In New Zealand people give to local charities first (eg Wellington Free Ambulance), then to national causes (eg Salvation Army) and then consider overseas causes such as UNICEF.

Donations to international charities can be as little as one tenth of local donations. Also UNICEF has low awareness. They can't afford to advertise on TV. People assume UNICEF has unlimited funds from governments. Wrong. UNICEF has to raise all its own funds.