BLIND MAILING by PKP BBDO Vienna for Light For The World

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BLIND MAILING

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Austria
Agency PKP BBDO Vienna
Creative Director Claus Gigler, Jan Christ
Art Director Fabian Stiebler
Copywriter Samia Azzedine
Released April 2013

Credits & Description

Advertiser: LIGHT FOR THE WORLD
Agency: PKP BBDO
Category: Flat Mailing
Creative Director: Claus Gigler (PKP BBDO)
Creative Director: Jan Christ (PKP BBDO)
Art Director: Fabian Stiebler (PKP BBDO)
Client Service: Jana Wiedemann (PKP BBDO)
Graphic Designer: Philipp Bayerl (PKP BBDO)
Consultant: Pia Zankl (PKP BBDO)
Copywriter: Samia Azzedine (PKP BBDO)

Implementation
Our idea was to send out completely black envelopes that visually stood out from the rest of the masses of ordinary mail. Opening the mailing, the recipient still couldn’t see anything – the inside was as black as the outside. Instead, he could hear a message which after the lead-in: 'There’s nothing to see here.' further informed about the fate of cataract, the work of LIGHT FOR THE WORLD and asked for support. On the back of the mailing there was a slot with a payment form for donations and more information.

Client Brief Or Objective
From the worldwide 246 million visually-impaired people, a large amount live in Africa. For half of them, a simple cataract operation could give them back their eyesight. Our Client, LIGHT FOR THE WORLD – an organisation which cares for blind people in the third world – wanted us to create a special mailing, to get attention and generate donations from decision-makers in big organizations.

Execution
Because of the reason, the inside was as black as the outside and that there was nothing to see but to hear, for a few seconds the recipient was put into the situation of a blind person.

Outcome
After only a few days, there was considerable feedback – coming directly from the management floor and executives. Thanks to their major donations, almost 1,000 cataract operations could be performed. The amount of donations exceeded productions costs 4.7 times.