Retention direct mail
Great Ormond Street Hospital's main source of donations comes from the over 60s (grandparents). Through research we discovered this audience disliked expensive marketing communications.
They believed every penny available should be going into delivering care for sick children. They demanded simple,
low-cost mailings that gave them a clear reason to donate.
GOSH needed a revolutionary DNA computer, which would allow doctors to quickly identify potential illnesses in newborn babies.
This pack dramatised precisely how the technology would work. We allowed the reader to diagnose the problem by simply scan-reading the envelope.