Promoting a charity is a much more complex process than promoting a product, service, or brand. More so than a commercial business, a charity must be seen to be getting value for money for its advertising campaign, otherwise it will be accused of wasting resources. However, like any other organisation, charities must promote awareness, of both themselves and the causes they fight. They are often dealing with taboo areas of society, circumstances that audiences don’t really want to read about, and the charities cannot be accused of glamorising their subjects.