Singapore Children's Society - Direct Mailer

Brief

A new concept for the Singapore Children's Society GIRO donation campaign that will influence readers to make a monthly donation commitment.

Solution

The direct mailer consists of a photo of a sad looking young girl on the cover with strong headlines to evoke an emotional response from the reader. When it's flipped open a picture of the once sad looking young girl is replaced with one that appears contented. The donation form is included as part of the direct mailer for a convenient immediate response.