Weâre not keen on advertising clichĂŠs: food adverts crammed with âmmmâŚ, thatâs delicious!â, exclamations thrown in for good measure, and leisurely-driving cars on desolate, quintessentially Tuscan roads. We donât like it because it is repetitive, greasy and oily, above all ineffective. This is even more true when it comes to social issues, and volunteering in particular: the classic narrative centres on âletâs all get alongâ, âyouâll make the world a better placeâ, âeveryone will thank youâ and so on.