The Big Idea

Millions of people in East Africa are on the brink of starvation and need aid urgently. The biggest killer is delay.​


To demonstrate this in a disruptive and engaging way, we’re bringing our tagline ‘Don’t Delay. Donate.’ to life. Here in the UK, we’re used to our lives running relatively smoothly and often find even the most minor of delays annoying. We’re hoping to tap into this emotion – compelling people to empathise with those who really cannot wait, and ultimately donate.​


We’d like to do this by ‘delaying’ the start of events, meetings, conferences, school assemblies, religious gatherings, shows, sports fixtures and journeys, as well as at the beginning of online content, movies, TV programmes, radio broadcasts or even traditional print. 

During these ‘delays’, we’d like audiences to consider the plight of the many people of East Africa suffering from severe hunger at that very moment and donate to the DEC so our vital work can begin. 

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