Keeping the goodness flowing.
The western world's economic crisis has seen a considerable decrease in ActionAid sponsorships. Yet this is akin to taking back all the benefits these sponsorships have offered to children in need, namely food, safe drinking water and education.
And this is exactly what this powerful spot shows: a hand knocking off a glass of water, grabbing a pencil, or snatching a plate of food from the hands of the needy, symbolising in a simple way how disruptive the cancellation of child sponsorship can be.
Gold Effie Awards 2014