Save the Children direct mail case study

The challenge for this charity campaign to raise money for children in Africa was to make the message feel personal: to play on the mothering instinct of the target audience to get them to engage with the tragedy as if it was happening closer to home and prompt them to donate.

Proximity London came up with the idea of using a growth chart – something that would remind recipients of their own children or grandchildren.

The relatively low-budget mailer achieved a response rate of 5.58% from a volume of 70,000 packs.