The problems that children’s charities are trying to solve are often out of sight and out of mind. Add to this a string of charity scandals, a hostile political environment and an audience desensitized to ‘flies in their eyes’ style advertising, the plight of some of the world’s most vulnerable children has become increasingly easy to ignore.

Save the Children set us the challenge to restate the positive case for children’s development aid by reminding the UK public what is at stake: real children leading real lives. These kids only need a helping hand to flourish and build a better world for all of us.

Agency / adam&eveDDB