Remember that Make Poverty History nonsense?
Remember all that guff at Live8 and the G8 summit last summer - all the Geldof and chums self-congratulatory, self-promoting heartfelt appeals, all the Blairy-fairy rubbish about saving starving Africans?
Well, it's had precisely tit all impact - aid groups are predicting death tolls of upwards of 11 million over the coming months as vast swathes of central/eastern Africa head into the spring after two years without rainfall.
They have no food, no water, and no hope. They are already dying, and it hasn't even begun to get REALLY hot yet.
Time to help out, folks: