In the countries that we were targeting, a clear addressing system does not exist. So when addressing a letter many people use written directions, maps, diagrams and even mobile phone numbers to help a letter reach its correct destination.

Our creative idea was to use this insight to create a direct mail letter with cut through that would catch the attention of that country’s Postmaster. And also arrive successfully at its destination – no small achievement!

After identifying our first group of targets we set about gathering their locations of their Postal HQs. This was no easy task as the countries do not have a coherent system of addressing – the very problem we were trying to fix.

So we located their offices on maps and identified key landmarks. From there we worked out a design for each recipient that would incorporate written directions, maps and even phone numbers to help the letter reach its destination. 10 mailings we sent out initially to the 10 African nations through the regular post with a normal stamp. The designs were deliberately crafted to look as though they had been tailor made for each recipient.

Out of the 10 countries, so far 8 have responded and started a conversation with us.

Nigeria: Yes.

Ghana: Yes,

Niger: Yes.

Morocco: Yes.

Liberia: Yes.

Bénin: Yes.

Senegal: Yes.

Gabon: Yes.

Comoros: No.

Sierra Leone: No.

The activity has also been supported by PR and trade events in the area.