2019 marks 25 years since the horrific genocide in Rwanda. Survivors Fund (SURF), the charity set up to help survivors of the genocide, is only too aware of the challenges this milestone presents. Rwanda still has huge and immediate needs: SURF works to enable survivors to finish interrupted education, to repair family homes that have deteriorated over time, as well as to help widows who still carry the physical and psychological scars of the events of 1994. Yet the corollary of this is a great sense of responsibility on the shoulders of the charity's management. How to best communicate the scale and depth of the current need to the contemporary audience, despite the distance in time of a quarter of a century?

Meanwhile, the world of advertising and advertising research is dealing with its own challenge, a strikingly relevant one: how to balance the long versus the short-term?