The Brief

The objective of the campaign was to help the Cartwheel Foundation bring education closer to the indigenous Filipino children of Cagait, Alulad and Chindonan in the Philippines. These children have to travel great distances and often have to trek dangerous paths just to get to a school. The aim was to raise funds to sustain the sending of teachers to these remote areas and continue the building of more accessible schools.

Creative Execution

The creative execution is relevant to the cause that it seeks to help because of the material used – a pad paper that is as standard to a young child's school supplies as the pencil.

Describe the creative solution to the brief/objective.

The creative solution was a direct mailer that illustrated the difficulty that each of the children go through just to get an education. The material used was a common school pad paper with a specially manipulated cover page that turned and twisted to form mountains, lakes and winding roads. These represent the different obstacles that make going to school difficult. The call to action was for the recipient to donate funds.

Results

The direct mailer reached out to sponsors and gave Cartwheel much-needed funds to keep bringing education closer to the indigenous children. Teacher volunteers continue to be sent and more plans for new schools are in the works.