We build brands. That's what we do.

Telling their stories in a way that (hopefully) makes a connection with an audience and sells. All to make that brand more popular, more commercial, more in tune with a collective consciousness. Just plain MORE.

And then, once in a while, a brief lands on your desk that is an opportunity that's more than that. One that isn't about increasing revenue or market share. A chance to do something right. A way of resetting our moral compasses and attempting to make the world a better place.

Like many of us, during my career, I have been fortunate enough to have had a few of these come my way. The causes that touch you. That urge you to do more, to go that extra mile to tell an important story, from creating one of the UK's most successful Drink Drive campaigns to helping a virtually unknown charity increase its awareness of what causes addictions. And this one (below). A campaign for an online portal that tackled the growing threat of international and domestic terrorism. It aimed to help protect vulnerable young people from the influences of extremist ideologies.

Of course, other creatives would have done things differently - then and now. Putting their spin on highlighting the issues concerning society. But, these were right and, more importantly, proved to work hard for the cause. Some even picked up some tin along the way. But what is just as important is feeling like I had tried to bring about a change for the better, said what needed to be said, and given something back.

True, we do what we do to take care of our families, pay the mortgage and edge our way up the food chain, but feeling like you've made a difference in some small way to this lump of rock floating in the cosmos, I think counts for a lot.