Afghanistan. At one time, in the news every day. Now, just another casualty of the world’s politics. World Vision’s Singapore office needed a low-cost idea that would help drum up support for the very essential work that they are doing in Afghanistan.

Carpets from Afghanistan are imported into Singapore, and sold. However, where once these carpets featured motifs of flowers and birds, today they have guns and tanks all over them in a poignant reflection of the day to day realities that the weavers face. We used these carpets as the Direct Mailers themselves, with a note that talked about the challenges in Afghanistan and support needed.

These ‘carpet’ direct mailers were to be sent to CEOs of companies and increase awareness about the work World Vision is doing in Afghanistan.