Direct choice: Save the Children

This mailer, from the children's humanitarian charity Save the Children, certainly pulls the heart strings in its appeal for donations to help provide affordable basic healthcare for the children of Liberia.

The pack opens out to reveal a sunflower height-chart across the four leaves of the mailer, with the height of one child, called Samuel, marked against the stem at every birthday. However, the flower dies when it reaches the height of a Liberian five-year-old, with the message 'one in five children in Liberia will die before their fifth birthday'.

The use of the sunflower paints a mental image of a happy, plentiful, idyllic childhood, a picture brought to a sudden halt as the flower withers away, signifying the high infant-mortality rate. The accompanying case study explains how the little boy could have lived if his mother had been able to afford basic medicine.

Pretty grim stuff. However, in a sector where a high number of charities are chasing the same donors, this mailer tells the blunt truth, but in a compassionate and reasoned tone. The height markings of the boy on the wall chart are even to scale, re-enforcing the message.

The height-chart, combined with the sunflower, creates a tangible and emotional message that is sure to spur potential donors into honourable action.

Mailer: Proximity London.


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