Develop a package that demonstrates the uniqueness and importance of Canadian Red Cross’ medical specialist teams.

This package had to emphasize the importance and overwhelming need for those medical specialists and the expertise they provide to people in need. For the insert we mirrored the aesthetic of a real-life medical file, bringing the donor into the fast-paced world of emergency relief and contextualizing how their support helped in an actual emergency.

An A/B test was conducted on the outer envelope.

Our research showed that using a photo on the outer envelope was a tactic that was often overused by other charities. We conducted a test to see whether an envelope that was direct and uncluttered could match the success of the typical image-heavy envelope. The A/B test will provide the direct mail team with valuable insights, potentially establishing a new standard for future campaigns and offering the flexibility to deviate from traditional approaches.