The oversized piece (14”x4-7/8”) was designed to standout from typical mail. The intriguing copy on the front reads “Presenting the latest tool to help you live better with diabetes” next to a small die-cut window showing a small white feather within. The address panel reads “Inside: Something new for people who care about diabetes” and builds on the program tagline. The reveal shows “Use it to stimulate laughter, which can burn up to 50 calories a day” next to the white feather. The piece was designed to peak the consumer’s curiosity, read through the creative and join the program.