Fundraising News: Expert view - Steve Thompson, creative director, DNA

The thing that interested me most about this campaign was the use of short-code text messaging as a means of a call-to-action, because it is easy to use.

You see the poster with a number on it and are able to text the charity straight away. What would have put me off is the lack of information about how much it is going to cost to send a text message and whether or not you are being asked to make a donation.

From a creative standpoint, the ad that ran in The Guardian achieves little in terms of standout or motivation. The advertorial format instils little trust in me at the best of times. The volume of information presented seemed unnecessary, and this wasn't helped by a fragmented layout. I'm all for transparency, and I liked the details of what the cash will be spent on, but a more interesting visual approach could have been taken.

The full-colour tube poster execution did at least manage to have a bit of impact. It is helped by a strong colour palette, simple layout and a concise and actionable message. An attempt has also been made to separate the various logos and sponsorship information, but I was still left confused by the use of Centrepoint's slogan "8:59" on the ad. The thing I was least convinced about, though, was the photograph of the girl used. I just found it unremarkable to the point that it failed to communicate anything.

Even though it exceeded its target, I can't help but feel disappointed with this campaign. The budget was obviously small, but this is no excuse for the creative not working as hard as it could.

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