What we were asked to do
Create a direct mail pack to help fund childhood cancer research, blending science with real-life stories to emphasise the human side. Tackle challenges of kids unable to participate due to illness, underscoring the importance of support. Together, let's advance research and aid these resilient children.
What we did
We were grateful to Lila’s mum for providing some beautiful photos of Lila and her family, which we sensitively gave a Christmassy feel. We also emphasised the human, relatable side of the science in the first lift by using a ‘Maltese Cross’ format that revealed a different treatment team member with each fold, and by writing the letter using the voice of her doctor. We then used Lila’s mum’s moving diary to structure the complementary engagement piece.
What they thought
A profoundly touching communication piece, it emerged as our most successful direct mail pack to date. Notably, a heartfelt message came from a gentleman who praised its authenticity and moving nature. He shared how he was inspired to donate and eager to contribute towards supporting more children like Lila.
Do you need help with your Christmas campaign?
Then give the Yarn team a shout
