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Award: Wood Pencil

Wood Pencil / Direct / Direct Ambient / 2006

Diakonie Katastophenhilfe (Diakonie Disaster Relief) wanted to heighten understanding of the current situation of starving children in Malawi, in order to increase donations. The mailing was designed to cut through the clutter of conventional paper mailings and avoid being thrown in the bin. The strategy was to put the recipients in the situation of starving children in Malawi. The experience of starvation was demonstrated by showing how it feels to eat only one piece of rice-paper a day. 10,000 mailings were sent out and as a result Diakonie received a significant increase in donations.

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