The Task
Red Dog were invited to design the Direct Mailer for their 2009 Trócaire Christmas Appeal. This was a new initiative for Trócaire and their brief challenged Red Dog to design a piece that would, initially, compel the reader into opening and reading the text and, consequently, trigger an emotional response in order to make a donation to the Appeal.

The Creative
Keeping in mind that the message was the most important thing about the Mailer, the cover simply asked the question “Where is your family spending Christmas?” in a distressed red font on a white background. Although Trócaire had supplied their own imagery we felt that the use of copy only on the cover would encourage people to read on. On the inside, Trócaire’s photography was married with illustrations of grass and trees in a collage which attempted to actualise the conditions for farmers in Uganda that are trying to return to their homes in the aftermath of the conflict in Uganda. We also provided the copy for the piece.

The Result
Red Dog are delighted that Trócaire’s Christmas Appeal has raised in excess of 200,000 euro to date. The generosity of Irish people is nothing short of astonishing and we’re delighted to have played a very small part in helping Trócaire reach their goal. You can read more about Trócaire’s work at www.trocaire.ie