Campaign Direct Awards 2005: Best Use of Direct Mail to Businesses (Low Volume) - Sponsored by Purple

campaignlive.co.uk, Friday, 08 April 2005 04:28PM

SILVER AWARD

Title: Letters Of Complaint

Agency: Harrison Troughton Wunderman

Creative director: Steve Harrison

Art director: Robyn Wynne

Copywriter: Henry Adams

Account manager: Sarah Ashworth

Client: IBM Software Division

Marketing program manager: Terry Lifton

Local government has been under pressure to make their resources available to the public online. Problem is, 32 per cent of the UK doesn't have internet access - and they're the people who need access to government resources most of all. The idea was to send government IT managers their worst nightmare: a bundle of letters from people neglected by online access (including the elderly, single mothers and the blind). Each explained the kind of things they needed, which online access was not providing. Underneath was a letter from IBM offering the most cost-effective solution. Also won: Best IT and Consumer Durables Campaign.

COMMENDATION

Title: You Drink, Your Baby Drinks Too

Agency: Harrison Troughton Wunderman

Creative director: Steve Harrison

Art director: Chris Catehpole

Copywriter: Ben Golik

Account manager: Adrian Odgers

Client: FAS Aware UK

Client contact: Gloria Armistead

According to research, just one drink can damage an unborn baby. To publicise the dangers of drinking when pregnant, journalists who deal with health-related issues were sent a bottle of Tequila with a difference - instead of a mescal worm, the bottle contained a tiny foetus. Seven weeks after the campaign launched, the issue has been written about in The Guardian, The Independent and the Daily Mirror. Hits to the website have risen by 300 per cent and the idea has been adopted by sister charities in seven other countries outside the UK.

This article was first published on campaignlive.co.uk

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