Title | MAILBOOKS FOR GOOD |
Brand | RANDOM HOUSE / THE FOOTPATH LIBRARY |
Product / Service | MAILBOOKS FOR GOOD |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | BMF Sydney, AUSTRALIA |
Entrant Company | BMF Sydney, AUSTRALIA |
Advertising Agency | BMF Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Laura Sampedro | BMF Sydney | Executive Creative Director |
Carlos Alija | BMF Sydney | Executive Creative Director |
Sian Binder | BMF Sydney | Head Of Art |
Simon Koay | BMF Sydney | Art Director |
Tim Smith | BMF Sydney | Copywriter |
Iva Madderom | BMF Sydney | Graphic Designer |
Conor Bevan | BMF Sydney | Graphic Designer |
Alex Caredes | BMF Sydney | Director Of Business Development |
Brad Smith | BMF Sydney | Account Director |
Alex Macarthur | BMF Sydney | Production Director |
The Footpath Library is an Australian charity which shares the gift of literacy with the homeless by providing them with books. The books they provide are treated as gifts, and only those in good condition are used. Launching in Sydney we were tasked with increasing donations of books. To do this we had to make existing book buyers who already understand the value of literacy to donate the books they purchase before they become broken or old.
The idea targets existing book buyers and communicates with them both when they are already looking to buy new books, and again once they have finished reading them and are ready to donate.By creating a new innovation we made our books exciting to shoppers while also making the donation process easier. The books could be directed to various distribution centres throughout Australia, and received in the same condition as when they were sent - an important part of the ethos of the charity.
We created a new type of dust jacket, in partnership with Random House, and called it Mailbooks For Good. When readers have finished reading their books, they are instructed to turn the cover inside out, turning the book into a pre-paid, pre-addressed parcel. The parcels are then ready to send directly to the charity for distribution.
Mailbooks For Good is already running in Sydney with a launch collection of five different adults and children’s titles by prominent Australian authors including Peter Fitzsimons, and the awarded Nick Earls and Stephen Dando-Collins. The dust jacket design is pending global patent. In partnership with Random House an international roll-out is planned for the near future. Mailbooks titles continue to outsell their regular counterparts.