The charity category is incredibly cluttered and rasing money for medical research is not an obviously emotive teritory. We created a direct human connection to this cause with 'Letters To Loved Ones'. Printed on light-weight writing paper, they were folded & loose inserted into weekly publications. Finding one was as if you'd come across personal mail.
At the bottom of each piece, a 'letter specific' call to action was printed. eg: (Lucy's letter)
Lucy writes letters to her mum and leaves them for her to read in the treehouse, because it's up high, close to heaven. Lucy's mum died six months ago from a head injury as a result of an accident. With more funding for Intensive Care research we might have been able to keep her alive. In fact, with a little more money, we could help save several hundred more lives each year. Your donation to our appeal would be greatly appreciated. Call 0900 707 707 to donate an automatic $20 or drop into your local ANZ, thank you.
