Old problems, new answers

The Medical Foundation for the Care of Victims of Torture

Legacy Press Advertisement

"'Waterboarding' is at the centre of the ongoing torture debate and by drawing attention to its long and appalling history we could make a powerful case for long-term support.

It's not very often that you see an ad that looks anything like this in your paper. But getting noticed is only half the battle - you still need to make the case for support successfully.

I'm not sure why so many charities overlook press recruitment when it can achieve such spectacular results and such massive reach. We've pioneered a fundraising approach to press advertising that has consistently delivered new supporters to a diverse range of organisations. However, grabbing the reader's attention isn't always enough - you also need to make the case for support and that takes copy. Creative impact must be translated into those all important donations."

Tim Hopkins
Joint Managing Director