"I was on the bus to Falmouth when I got a text message from Martin Williams who was watching Cardiff Blues, " he said.

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In the few hours of the morning I visited, the bus received more than 17 donations, mostly all thanks to the text message they had sent out the previous night.

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And by putting teenage heartthrobs The Wanted on an open-top, Fresian-style bus in central London, you can get 23, 000 young women screaming for the milk message.

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