Action Against Hunger direct mail case study

Charity Action Against Hunger delivers aid to malnourished children around the world. It wanted to generate donations and spread the word about a practical foodstuff it had developed to beat malnutrition.

To encourage ordinary people to get involved in the battle against hunger it decided to focus on asking just one person to help: Al Gore. Shackleton, Madrid, put together a public appeal to the Nobel Peace Prize winner to direct a documentary about these children which centred on a website where visitors could petition him and find out more about the charity’s aims. The campaign also harnessed the combined power of mail, print and TV.

This cheeky – and very different – ongoing campaign has already logged more than 32,000 messages of support on its site and many well-known actors, actresses and film directors in Spain are also backing the call for Al Gore to direct the new movie.