Taking advantage of these three insights we decided to drop envelopes that looked like kids' lost letters to Santa Claus on malls and outside office buildings. When people picked them up and opened the envelopes they were touched by the message inside that read "Some letters never make it to the North Pole". By stating the problem in a place where they could easily find the solution (at the mall or on their way to shop), our target was more willing to take action, giving them the feeling right then and there that they had the power to do some good.

The quantity of toys donated doubled in comparison with past years.