The Brief

Plan India was looking to target senior executives in corporations through a direct mailing initiative aimed at generating funds for educating underprivileged children. But traditional flat direct mailers end up straight in the bin. So how do we design a compelling direct mailer that doesn't end up in the bin, without being read at least once.

Describe how the promotion developed from concept to implementation

We created job applications with attached CVs of underprivileged kids and mailed them to these executives. Basic printouts on A4 sheets with a covering letter. The CVs detailed the hardships these kids went through in an effort to get a basic education for themselves. And went on to tell the reader that with his help these children could one day apply for the job. At the end of the letter, we had our website address urging readers to visit and contribute to the cause.

Describe the success of the promotion with both client and consumer including some quantifiable results

- 3600 letters were sent out - 80% responded to the communication through www.planindia.org - Plan India recorded a 300% increase in donations - The letters were shared within the companies and led to inquiries from other employees as well.

Explain why the method of promotion was most relevant to the product or service

Traditional direct mailers are usually not worth the money spent on printing them as they end up straight in the bin. However, job applications are taken a bit more seriously. With this innovative approach, we were able to avoid the waste paper bin till one reading at least! The strength of the creative also lies in its ability to present the struggles of an underprivileged child in the form of accomplishments on a CV. Besides, the medium of a CV also drives home the fact that with an education the child can one day aim for a good job.