So, no doubt, they'll jump at the chance to come up with ideas to raise £1 million for famine relief. A new project called 50/50, run by Dan Burgess, is asking people to do creative things to raise money and has already got a planner who's eating nothing but aid rations for 50 days and a Twitter swear box on the go. The initiative asks agencies around the world to invent more ways to raise cash. You can sign up at http://www.5050.gd.
Adlanders are a pretty philanthropic bunch - just look at how agencies got together to muck out London after the riots and make origami birds for the Japanese post-earthquake.