7 We are constantly seeking to improve the accessibility and impact of our reports. With this aim in mind, we used an innovative storyboarding approach to design this report. The approach is widely used in the advertising industry as a means to develop advertisements for new products. In this case, we started with the key messages that emerged at the Dinner Party™ (see para 3) - on the basis of one key message per double page - and reinforced them with summaries of the evidence that we had collected, along with pictures and other graphics wherever possible.