A clear addressing system does not exist in the countries we were targeting. When posting a letter a lot of these people use written directions, maps, diagrams and drawings to help a letter reach its correct destination.

So we used these ingenious solutions in the design of our letters.

We wanted to talk to Postmaster Generals in several countries. To tell them about what3words’ simple addressing solution we sent a letter. But not just any letter, a beautifully designed and intricately personalized letter with no ‘conventional’ address. A letter with cut-through that would also arrive successfully at its destination – no small achievement!

After identifying our first group of targets we set about gathering the locations of their Postal HQs. This was no easy task as the countries do not have a coherent addressing system – 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 drawings to help the letter reach its destination. We initially sent out 15 mailings to various nations through the regular post with a normal stamp.

All the letters reached their destination. From the last 15 letters sent out, conversations have been started with 6 National Postal systems. And one of those has now signed an annual contract.

In developing countries, having a proper address means that water points can be monitored and fixed, humanitarian aid can be requested and hospitals and schools can be found.