Direct Mail Marketing Campaign Project Doctors without borders

Transcription

1 Direct Mail Marketing Campaign Project Doctors without borders

2 Doctors Without Borders/Médecins Sans Frontières (MSF) is an international medical humanitarian organization created by doctors and journalists in France in Today, MSF provides aid in nearly 60 countries to people whose survival is threatened by violence, neglect, or catastrophe, primarily due to armed conflict, epidemics, malnutrition, exclusion from health care, or natural disasters. MSF provides independent, impartial assistance to those most in need. MSF reserves the right to speak out to bring attention to neglected crises, to challenge inadequacies or abuse of the aid system, and to advocate for improved medical treatments and protocols. In 1999, MSF received the Nobel Peace Prize. On any one day, more than 27,000 committed individuals representing dozens of nationalities can be found providing assistance to people caught in crises around the world. They are doctors, nurses, logistics experts, administrators, epidemiologists, laboratory technicians, mental health professionals, and others who work together in accordance with MSF s guiding principles of humanitarian action and medical ethics.

3 Table Of Contents Introduction Box Mail Container Opening schemes show Inside Elements Explanation Photographs Interactive CD Real Hand-writen Letters Direct-Marketing Mailer Brochure Donation Reply Card Donation Card Envelope Construction Keys

4 After a full and complete research of NGOs campaigns developed in recent years, I concluded to make a little more innovative and dinamic campaign, considering that existing designs did not succeed because they were in a complete indifference from the receiver seconds after receiving it. The idea was to create an item that generates interest and curiosity at the same time its instructive and gives a true image of the NGOs campaigns, as the ultimate goal of this is collecting donations to continue its activity. Substituting the information envelope with a box within which the elements were included to highlight, create an activate relationship between the recipient and the message, promoting the interest of this and prolonging the effectiveness of the message. I designed a container box which includes several separate components in packages. One for the photographs of children (the campaign is focused on the NGOs activities for the children s) on whose back they could read about the history of that specific child and their environment. Another package includes an interactive CD that could better explain the campaign in multimedia. A third package that includes letters written by hand by some children to explain the benefits obtained when the NGO helped them (this serves to arouse the receptor in the eagerness to participate and to get a comprehensive and determined image in what the NGO is able to offer). And in the last package inside the box it would be placed the double-page brochure explaining details about the NGO. Inside which would be the donation reply card to be completed by the receiver next to an envelope to send it. Designing an elegant style, with a powerful image and a handmade visual craft style it s transmited a corporate identity and marketing that could benefit the campaign. Also created with the intention of being economical in its development, is prepared with common materials, and in only one ink (Black and White) so as not to conflict between the intention and the creative corporation reality.

5 Mail Box Container

6 Created with a craft, handmade style it transmits best the idea capturing the attention and curiosity of the receiver

7 Visual example of the process of opening and reading all the elements included

8 Inside Elements

9 Once a leader in the Middle East Iraq s health system is today under tremendous strain, itself a casualty of the war. Hospitals, especially in Baghdad, are overwhelmed in the wake of a multiple-casualty attack, and don t have enough medicines, surgical supplies, even electricity. Patients are often simply patched up, stabilized, and sent home, often only to face further complications. Worse, many of the country s highly trained doctors have fled or have been assassinated. And some people are afraid to go to hospitals in areas that are controlled by certain religious or political parties, or armed groups. Since August, 2006, MSF has been providing surgical care to Iraqi victims of violence, regardless of their ethnic or religious identities Photographs included in the first package, detailing different projects, providing them with a face and a location to generate an emotional closeness with the receptor and aware him about current situations in the world

10 DOCTORS WITHOUT BORDERS MSF also assists people who face discrimination or neglect from their local health systems or when populations are otherwise excluded from health care. In 2006, MSF medical teams gave more than 9 million outpatient consultations Every year, Doctors Without Borders/Médecins Sans Frontières (MSF) provides emergency medical care to millions of people caught in crises in nearly 60 countries around the world. MSF provides assistance when catastrophic events such as armed conflict, epidemics, malnutrition, or natural disasters overwhelm local health systems. Interactive CD included in the second package which may include audiovisual material

11 Dear Mr. Jones Reet, vullut venibh ercil ulputatio odo odiamet ullummod tio conse dunt laoreraesto odolort ionsequ atuerosto dunt laorercilla corercinibh eu faccum velit verit, sumsandre min et, quam veliquate facilismod magna feugait, sisi. Magniam consendre magnim ercil ipsusci pismodo lorpercilit iureet, sequat, veliquis num dolobor incilisit augiam zzriliquipit diatueriusto er iuscinit acilla faccum quisl ute doleniam velesequisi el iriuscin henit, sit vendipisis aute ea feuisi. Lore consenibh exerci estio odio do core volore con verilis dolorer aesequis tat. Tie diam, quipsustio dolobortisis et nit, sit, consend iamcon et iuscidui tem zzriurem dolor iusto od etueratum enit aut aliquis aut at accummo dionsen iscilit lummod euismod do consequis niamet autet nostiss eniscil ipisisim irit veniamconsed tionsed magnim incin eugue delis dionsenibh ectet aut ver Tie diam, quipsustio dolobortisis et nit, sit, consend iamcon et iuscidui tem zzriurem dolor iusto od etueratum enit aut aliquis aut at accummo dionsen iscilit lummod euismod do consequis niamet autet nostiss eniscil ipisisim irit veniamconsed tionsed magnim incin eugue delis dionsenibh ectet aut ver Tie diam, quipsustio dolobortisis et nit, sit, consend iamcon et iuscidui tem zzriurem dolor iusto od etueratum enit aut aliquis aut at accummo dionsen iscilit lummod euismod do consequis niamet autet nostiss eniscil ipisisim irit veniamconsed tionsed magnim incin eugue delis dionsenibh ectet aut ver Lore consenibh exerci estio odio do core volore con verilis dolorer aesequis tat. Reet, vullut venibh ercil ulputatio odo odiamet ullummod tio conse dunt laoreraesto odolort ionsequ atuerosto dunt laorercilla corercinibh eu faccum velit verit, sumsandre min et, quam veliquate facilismod magna feugait, sisi. Dear Mr. Jones Reet, vullut venibh ercil ulputatio odo odiamet ullummod tio conse dunt laoreraesto odolort ionsequ atuerosto dunt laorercilla corercinibh eu faccum velit verit, sumsandre min et, quam veliquate facilismod magna feugait, sisi. Magniam consendre magnim ercil ipsusci pismodo lorpercilit iureet, sequat, veliquis num dolobor incilisit augiam zzriliquipit diatueriusto er iuscinit acilla faccum quisl ute doleniam velesequisi el iriuscin henit, sit vendipisis aute ea feuisi. Lore consenibh exerci estio odio do core volore con verilis dolorer aesequis tat. Tie diam, quipsustio dolobortisis et nit, sit, consend iamcon et iuscidui tem zzriurem dolor iusto od etueratum enit aut aliquis aut at accummo dionsen iscilit lummod euismod do consequis niamet autet nostiss eniscil ipisisim irit veniamconsed tionsed magnim incin eugue delis dionsenibh ectet aut ver Lore consenibh exerci estio odio do core volore con verilis dolorer aesequis tat. Reet, vullut venibh ercil ulputatio odo odiamet ullummod tio conse dunt laoreraesto odolort ionsequ atuerosto dunt laorercilla corercinibh eu faccum velit verit, sumsandre min et, quam veliquate facilismod magna feugait, sisi. Yours Sincerely Yours Sincerely Handwritten Letters by people of the NGO to witness the good work of it. Included in other package. With a style and crumpled craft the product has greater emotional range than in a normal folio.

12 DOCTORS WITHOUT BORDERS CHILD LABOUR Front and Back cover of the brochure, serves to provide a corporate image to the box. With a direct style and craftsmanship creates an image consistent with the idea to convey

13 Child Labour activities around the world Every year, Doctors Without Borders/Médecins Sans Frontières (MSF) provides emergency medical care to millions of people caught in crises in nearly 60 countries around the world. MSF provides assistance when catastrophic events such as armed conflict, epidemics, malnutrition, or natural disasters overwhelm local health systems. MSF also assists people who face discrimination or neglect from their local health systems or when populations are otherwise excluded from health care. On any given day, close to 27,000 doctors, nurses, logisticians, waterand-sanitation experts, administrators, and other qualified professionals can be found providing medical care in international teams made up of local MSF aid workers and their colleagues from around the world. And the need is enormous. Malnutrition is a key factor in the deaths of five million children every year. On any one day, 20 million children are suffering from severe acute malnutrition, according to UNICEF. At present, the World Health Organization and UNICEF recommend RUF to treat severe acute malnutrition, but not children at risk of developing acute malnutrition. Based on the promising results from Niger, MSF s Campaign for Access to Essential Medicines is advocating for governments, UN agencies, and other relief agencies to provide RUF to all malnourished and at-risk children. Interior of the brochure detailing some activities carried out by the NGO and its field of action. Serves as a container for the donation reply card

14 NOW it s your time to help them Private donations enable us to deliver independent emergency assistance to people in nearly 80 countries. But what specifically does my support provide? $35 Two high-energy meals a day to 200 children $50 Vaccinations for 50 people against meningitis, measles, polio or other deadly epidemics $70 Two basic suture kits to repair minor shrapnel wounds $100 Infection-fighting antibiotics to treat nearly 40 wounded children $250 A sterilization kit for syringes and needles used in mobile vaccination campaigns $500 A medical kit containing basic drugs, supplies, equipment, and dressings to treat 1,500 patients for three months $1000 Emergency medical supplies to aid 5,000 disaster victims for an entire month Name Address City State Zip Code Telephone Number Address I want to become a Field Partner and help Doctors Without Borders volunteers bring medical care to victims of wars, natural disasters, and epidemics every day through a monthly gift. I would like to make a monthly gift of $ Please charge my gift each month to: ( ) Visa ( ) MasterCard ( ) Amex ( ) Discover Account # Exp. Date Name (as it appears on your card) Signature Date If you would like to pay by direct debit from your checking account each month, please send a voided check, together with this form to: Doctors Without Borders USA, P.O. Box 5030, Hagerstown, MD Signature Date Thank you for your generosity. All contributions are tax deductible. Doctors Without Borders USA, Inc. is recognized as tax exempt under section 501(c)(3) of the Internal Revenue Code, Tax ID # AUU070000DM Front and Back of the Donation Reply Card. With the fee form included to make the donation

15 U.S. Headquarters 333 7th Avenue, 2nd Floor New York, NY Mail envelope to include the donation reply card. With a visual style according to the campaign image

16 Construction Keys

17 Army True Type ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz Century Gothic True Type ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz Bickham Script Pro ABC DEF GHIJKLMNÑ OPQRSTU VW X YZ abcdefghijklmnñopqrstuvwxyz Typography used in the elaboration of the inside elements and container box

18 Pantone CMYK RGB WEB First Ink Process Black C 100/100/100/100 3/0/0 # Second Ink 0/0/0/0 255/255/255 #ffffff Chromatic Range used on the direct mail campaign

19 Fast Forward Design Javier Diez Portfolio Assignment