The headscratcher
In a world overwhelmed by crises — from Gaza to Sudan to Ukraine — people are tuning out just when charities most need them to lean in. Our audience aren’t moved by sentiment or shock tactics; they’re smart, sceptical and deeply pragmatic. They give because they know it works. But, with news fatigue high and institutional trust low, how do you drive urgency in an overwhelmed world?
The big positive impact
Emergencies move at lightning speed. Thankfully, impact is greatest in their early moments. Our strategy was simple: move as fast as the emergency itself. We reframed giving not as generosity, but as timeliness — positioning donations as the difference between life and death in the crucial first hours, days and weeks. When suffering is concentrated, impact can be too. Giving now isn’t just generous. It’s well timed. It saves lives.
Medical emergencies move quickly. So must we.
