'We've got hundreds of delivery vehicles. They are beige and boring. No one notices them despite being everywhere. Our staff are demotivated because we don't do anything positive...and we want to be famous!' opined the Managing Director of retail delivery company P&H.

'Ok. But what do you want to be famous for? What's your one key message?', I asked.

'That our delivery vehicles cover every postcode in the UK!'

The other issue was that within these vehicles P&H was a major wholesaler of tobacco. Hardly hearts and minds stuff.

The solution came from standing on the platform at Charing Cross Road and seeing a poster for the Missing People charity. The next day I made a call to the charity with a proposal.

The problem of these beige, boring delivery vehicles that were ubiquitous but unnoticed became the solution.

Delivering Hope became the first ever brand partnership for Missing People, with posters affixed to vehicles geo-located to areas where people had last been seen. (Since then Missing People has done other award-winning partnerships with delivery + transport brands such as Deliveroo and Trainline.)

Delivering Hope was featured on Sky News, Channel 5 News, ITV News South and across regional news sites, retail / grocery trade media. It went on to win the PRCA Gold Award for Best CSR Campaign.