This moving ad, from the 100,000 Homes campaign, shows the gripping power of a hopeful story, and just how short those stories can be. Here, you can feel yourself willing the characters to succeed, and sharing their joy…being dignified, just a little, by their dignity…and knowing that this is a charity worth giving to.

Most charities know they have to offer their donors a hopeful ending, but this ad shows the before and after journey of real people – and how much more compelling it is.