In 2012 we collaborated with software design firm Made By Many to respond to a lack of media engagement in the East African famine.
We hatched an ambitious project called and set a challenge to the creative industries. The goal was to catalyse digital creatives to concept, create and launch 50 web-based fundraising and awareness projects in 50 days and to raise £1m.
In the end, 43 projects were launched in 9 countries raising £250k for UNICEF including selling the world's most expensive T-shirt (BBH NY, Threadless and Unicef). We were also featured on BBC Click, Wired, Fast Company amongst others raising vital awareness for the issue amongst an audience who don't normally engage with these issues with their attention or time.