MEDIA CHOICE: Ashley Rees, an account manager at MediaIcon, picks Nescafe's advertiser-funded programme Turning It Around on Channel 4

"Channel 4's Sunday afternoon offering is eclectic to say the least and I stumbled across a really interesting bit of television, which nudged me out of my Sunday afternoon reverie. Turning It Around was a documentary about teenage homelessness, and there were some tragic, but ultimately quite uplifting, stories about kids who had clawed their way back from the streets. I was amazed to see when the credits rolled at the end that it had been produced in association with Nescafe.

"I thought this worked well for Nescafe - it was a neat link with its Hollyoaks sponsorship. By funding the programme, Nescafe probably did itself a lot of good in terms of building cred with young people. I thought it was a really good use of television, and an interesting way of making sponsorship work that bit harder."

Client: Nescafe

Medium: Advertiser-funded programme spun out of Hollyoaks

Media planning: Phil Cresswell at Universal McCann, in association with

Mersey TV and Channel 4

Brief: Build on Nescafe's sponsorship of Hollyoaks and support a

charitable cause Nescafe has close links to