ActionAid supports women and girls who suffer appalling injustices – and whose societies turn a blind eye because they are women. They are literally hidden in plain sight. To tell the story of these hidden women, we decided to hide our campaign in plain sight. We created a Christmas blog for women that was accessible to all, but delivered in a way that only women really saw it. By ruthlessly pursuing this core thought – through the visual identity and beyond - we were able to create a powerful movement that translated directly into funds raised for those most vulnerable.