Barnardo’s ethos is that the lives of all children and young people should be free from poverty, abuse and discrimination. The brand revolves around the belief that problems in childhood can lead to far worse in adulthood.This mail piece imitates hospital documentation and was intentionally produced in a slightly cheap way to achieve this. It uses babies wristbands in a clear envelope as a vehicle for maximum visual and emotional impact when it lands on the doormat. The loose baby tags highlight five potential futures for abused or neglected children, ranging from prostitution to alcoholism. The single baby tag inside the paper is left blank to invite the reader to ‘re-write’ a child’s future. The copy then goes on to briefly highlight the plight of the organisation and directs you to the form to make a donation. The simplicity, tactility and the sheer arresting value is what makes this mail piece strong. The production values draw the reader into the authenticity of the piece, then the baby-tags deliver the simple, clear and shocking message.It was also designed to fit in with the larger press and TV campaign, showing often disturbing images of children in traditionally adult situations such as prostitution, drug abuse and homelessness.Target response for cold DM: 1.15%Achieved response rate: 1.47% Suzanne Heaney   Advertising Manager   Barnardo

The simplicity, tactility and the sheer arresting value is what makes this mail piece strong. The production values draw the reader into the authenticity of the piece, then the baby-tags deliver the simple, clear and shocking message.It was also designed to fit in with the larger press and TV campaign, showing often disturbing images of children in traditionally adult situations such as prostitution, drug abuse and homelessness.Target response for cold DM: 1.15%Achieved response rate: 1.47%

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