It is 1987, two years after Live Aid and PR expert Adrian Burles, working with charity Africa Assist has a Big Idea that he thinks will keep Ethiopian hunger in the headlines and touch heartstrings (and purse strings) of people in the West. Aided by a nurse who has worked at the famine frontline for many years, he locates a young, malnourished man called Mujtabaa wandering alone in the desert and flies him back to London. The world's media are then invited to witness a skeletal Mujtabaa making a weeklong walk from Heathrow to a rally in Trafalgar Square.