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Everyone knows Children In Need, but knowing doesn't always equate to doing. We didn't just want people to watch, we needed people to download a charity pack and get involved. 

Our idea was that you don't have to run a marathon to raise some money. Everyone has a 'thing' - whether it's growing a beard or baking a cake. This spot helped Children In Need to reach the highest number of sign-ups ever, resulting in a record £50.6m raised. ​

Role: Copywriter
Agency: BBC Creative
Creative Directors: Tim Jones, James Cross
Production: Chief
Director: Marc Ingham
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