Focus: Fundraising - Expert view - Martin Galton, creative director, Hooper Galton

Aids, poverty in Africa, global warming, the war on terror - and then there's the 1,300 disadvantaged Jews in Manchester.

I'm not suggesting that their needs aren't important, but trying to get people to care about this cause is as tough as climbing Mount Sion without any legs.

Still, The Fed has had a good go. Its mail pack contains three cartoons based on the Old Testament story of the ten plagues.

Sadly, as a non-practising Church of England congregant, I have no idea what the ten plagues are about.

However, by targeting the tight-knit Jewish community of Manchester, which is more likely to have the Old Testament flowing through its veins and know all there is to know about the ten plagues, The Fed managed a healthy 23.5 per cent response.

The work is beautifully put together and makes a refreshing visual change from the current fad in art direction - big glossy picture and teeny-weeny type. Having read the copy, however, it was clear that there were some strong emotional triggers that could have been exploited more deeply. That would have produced a far bolder campaign, and one, I imagine, that would have generated a bigger response.

As far as I'm concerned, being bold in today's communications world is the only option.

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