When Oxfam's appeals started to fall flat, they needed a little va-va-voom. Combining stunning imagery with evocative copy, this direct mail pack created a buzz around beekeeping while incorporating all six of Oxfam's poverty-busting projects, all tied up with an alliterative bow: Feed a Family For Good.
Oxfam's Beekeeping appeal raised nearly £140,000 with an ROI of 2.81 and a response rate 0.17% above the industry average.
That's what I call hitting the sweet spot.
All images are copyright of Oxfam UK and On Agency ltd.