But I looked neither to rising sun, nor smiling sky, nor wakening nature.

All these wakening giants will be more ready to act if they can see their rich counterparts put their finance where their words are.

"My mummy went to pieces, we all went to pieces, it was like a nightmare you were never wakening from, we just found it so hard to cope," Ms McCarry said.

"And then I only remember wakening up 30 days later, unaware of what the family had been through."

“It’s a good wakening call for a lot of businesses.”