Try Living the Life of a Landmine Victim

Background

Unicef’s regular donor base had so far only ever received classic charity mailers printed on rough stock, with black and white shots of maimed victims. Response was always by filling in a donation form and sending a cheque. Unicef wanted to send them something ‘a bit different’. The test was to see if the donors would respond to other media than flat mail and use the website to make a credit card donation and to test the level of donation.