With our charity client we were putting together a paradigm shifting campaign in association with UK government, which would rely heavily on strong imagery and compelling language. The client needed to tell the story of the children affected by orphanages in West Africa in a concise yet empathetic way to garner support for their work. Because of Match Aid funding, there was a need to donate during a precise three month appeal period meaning that there was an urgency that had to be conveyed as well. Rupert managed to get to the crux of the matter and put together a clear, concise and caring tone of voice that worked across social, digital and traditional media resulting in the donations target being smashed, which of course delighted the client (and us).