World Wide Fund for Nature (WWF)
WWF wanted to reach out to potential donors (urban, English-speaking, ages 35-45) and raise funds to protect tigers and Olive Ridley turtles.
We designed a direct mailer that created a sense of nostalgia and shock by using alphabet blocks that readers would have seen as children. The blocks read T for Tiger, T for Turtle and then asked the question: What if your children were to only see T for Trafﬁc?
The mailer pack included a giveaway in the form of a set of two coasters, reinforcing the T for Tiger and T for Turtle hooks, the underlying message being, ‘Let’s keep it that way!’