Illustrate the logic: if you don't want children to become criminals, then you shouldn't put them in jails full of hardened criminals. To illustrate how love and care, rather than punishment and jail, can make a difference, we used the real life story of Kuya Bill. Bill, as a child, was arrested for theft, but was put in a Unicef-funded shelter rather than in jail. Bill eventually grew up to become an honest and hard-working police officer and loving father. Bill's story was contrasted with that of his childhood gang, most of whom grew up to lead a life of crime.

The mailing had close to 218% more responses and generated nearly 300% more revenue than the control pack. To date, it has generated an ROI of 110%, with donations still coming in. While most fundraising campaigns get an ROI only after the second or third mailing, this one was unusual because it generated a positive ROI immediately. Furthermore, new donor segments emerged. While previous donor profiles tended towards elderly females, this mailing attracted young and middle-aged males, thereby opening a new audience for Unicef causes.