In the countries that we were targeting, a clear addressing system does not exist. So when addressing a letter many people use written directions, maps, diagrams and even mobile phone numbers to help a letter reach its correct destination.

Our creative idea was to use this insight to create a direct mail letter with cut through that would catch the attention of that country’s Postmaster. And also arrive successfully at its destination – no small achievement!

After identifying our first group of targets we set about gathering the locations of their Postal HQs. This was no easy task as the countries do not have a coherent system of addressing – the very problem we were trying to fix.

So we located their offices on maps and identified key landmarks. From there we worked out a design for each recipient that would incorporate written directions, maps or even phone numbers to help the letter reach its destination. 15 mailings were sent out through the regular post with a normal stamp.

Out of the 15 African National Postmasters contacted, so far 7 have responded and started a conversation with us. (Mauritius, Ghana, Kenya, Comoros, Cameroon, South Africa and Nigeria.)

In response to the letter, the Nigerian Postmaster said “We are ready to be part of the revolution!”

NIPOST in Nigeria have since announced on TV that they will be signing a contract.

(Results are still coming in.)