The Brief

The target audience was drawn from individuals and companies who would be receptive to this charitable institution. The strategy is to stand out from the usual direct mailers that these individuals receive on a regular basis while driving home the message of the campaign.

Creative Execution

It was a fresh way of showing the benficiaries of the charity. The execution made use of the envelope windows used in letters. As a charitable organization, the concept of sending out donation pleas is not new. However, using tghe envelopes themselves to show the plight of the street children is something they have not done before.

Describe the creative solution to the brief/objective.

The solution was to turn their usual experience of looking at a piece of mail on its head by showing the plight of street children seamlessly integrated with the mailer itself.