Scottish Government direct mail case study

Promoting home fire safety is the aim of the Scottish Government's direct mail pack, 'What's Hot?', produced by the Leith Agency.

The target audience is recent home movers, so the theme of the mailer appears to be about home interiors, and comes complete with a colour swatch to help you choose the right shades of paint.

Instead, the message reads 'before you start picking out the correct shades of paint, pick out the correct kinds of fuse'. Once it has the recipient's attention, it outlines practical fire safety steps.