In a modern world in which the gaps between rich and poor are ever widening, charity foundations are one of the few resources left attemptiong to combat them. Charity foundations such as The Smith Family, an Australian children's charity foundation that is focussed on helping disadvantaged children to get the most out of their education, so they can have a future, and not "fall through the cracks," as stated in their newest marketing campaign. Due to their nature, charities like this one are expensive to run and require constant donations form generous individuals. Due to this, charities have to be very effective with their advertising tactics, as without the general populous having knowledge of them and therefore without the ability to donate to them, they will fail and will not be able 'to serve their purpose of helping those in need.