The creative approach we designed conveys the sense of urgency of the communication right from the envelope and motivates the donor to take action by showing them that, with the contribution of people like them, hunger in the Horn of Africa is running out of time. Inside the pack, we included the direct testimony of a beneficiary to further warm the appeal, highlighting the direct impact of the donation on their life.

On the letter, the first-person account of an operator further emphasizes the need for immediate help and provides additional concreteness and trust in how the donation will be used.