The Foundation for Queen Silvia Children's Hospital DM A CHILDISH LETTER by Milk


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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Sweden
Agency Milk
Creative Director Anders Holmström
Art Director Gunnar Skarland, Axel Tagg, Peter Eriksson
Released November 2012

Credits & Description

Agency: MILK
Category: Flat Mailing
Advertising campaign: A CHILDISH LETTER
Account Manager: Anna Reynold (Milk)
Art Director: Gunnar Skarland (Milk)
Creative Director: Anders Holmström (Milk)
Art Director: Axel Tagg (Milk)
Illustrators: Children At The Hospital
Art Director: Peter Eriksson (Milk)
Copy: Torkel Norling (Milk)
Production Manager: Philippa Ergel (Milk)
Copy: Rasmus Andersson (Milk)

To illustrate the need for toys, we didn’t mail the letters directly. Instead, we gave them to the children in the hospital and asked them to play with them. After the detour, we sent them on to the right addresses.

Client Brief Or Objective
The Foundation for Queen Silvia Children’s Hospital raises funds for toys, healing gardens and activities for the 500,000 children who stay at the hospital every year. Our objective was to contact previous and future donors by mail, asking for a small donation.

22% of the recipients gave money, and donations increased by 370% compared to the year before. When the campaign received attention in Sweden, our message also found its way online, spreading to press, blogs and webpages in Europe, the US, the Middle East and Asia, as well as 200,000 Twitter users all over the world. Putting the local hospital on the world map for the first time.

As every letter had been a plaything for a few hours, it became a unique and physical reminder of the fact that children need to be children, even when they’re in the hospital.