Letter: Helping the poor when the rich have short memories

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The Independent Online
Sir: The lifting of the veil on world poverty by Unicef's Peter Adamson was timely, but what is a 'more positive response'?

Charities must continue to appeal to individual consciences arguably in more harrowing terms; the comfortable world of the rich has a short memory. Television pictures and skilful advertising has softened our hearts.

Surely what counts is to give more and ensure that the aid agencies make constructive use of the money entrusted to them.

Yours faithfully,