A little goes a long way

How much is six minutes of your time worth? You may argue not enough, but we'd wager that there are a few in adland where six minutes of their salary still equates to the GDP of a small country.

With that in mind, CHI & Partners' Social Practice has set up a project asking people to donate six minutes of their salary to help ease the famine in East Africa, where a child is dying every six minutes. To get involved and donate, visit www.facebook.com/sixminutes. Diary wonders which agency head will be required to donate the most ...