The number has fallen from 40% of the world's population in the 1980s to 11% now, although this decline is attributable to such factors as reduced debt, increasing fair trade and better understanding of the real causes of poverty as much as it is to aid.To fix the remaining 11%, says Pagani, there is a job to do in convincing the public. “It is not just about wanting to fund media-friendly tragedies – but that people are interested in what we are going to do about this long term.”

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