Produce a DM pack to raise funds for more scientific research into childhood cancer.
To humanise the science with an emotional story, while overcoming the challenge of children in real-life case studies becoming ill and unable to participate.
Tell the story of a child who, after a devastating diagnosis, is now close to ringing the ‘end-of-treatment’ bell thanks to the Royal Marsden’s expert research and treatment.
We were grateful to Lila’s mum for providing some beautiful photos of Lila and her family, which we sensitively gave a Christmassy feel. We also emphasised the human, relatable side of the science in the first lift by using a ‘Maltese Cross’ format that revealed a different treatment team member with each fold, and by writing the letter using the voice of her doctor. We then used Lila’s mum’s moving diary to structure the second, complementary lift.
An exceptionally heart-warming piece of communication and their best-ever performing direct mail pack.
Amongst the positive feedback was a message from a man who expressed how genuine and touching the pack was, and how he was moved to donate to help more children like Lila.
An exceptionally heart-warming piece of communication and their best-ever performing direct mail pack.
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