When we got the brief to to do the BBC's 2012 Children in Need fundraising campaign we knew we had to do something special in order to raise the £23 million target for disadvantaged kids all across the UK. We remembered the 'No Ball Games' signs that loomed over us as youngsters in the recreational areas of our own neighbourhoods, and decided to use this device to hammer home a simple, powerful message: that every child deserves a childhood. It worked. 2012 saw the charity break all previous fundraising records, raising a cool £26,757,446. And we didn't even need to use a celebrity.