Partners Andrews Aldridge creates Barnardo's drive

LONDON - Children's charity Barnardo's is using direct mail to help increase donations to fund its new Dr B's initiative, a restaurant, cafe and catering business in the style of Jamie Oliver's Fifteen, which will be staffed by people with mild learning and physical disabilities.

The project aims to address the problem of high unemployment in this group and will be based in Harrogate.

The mail pack, created by Partners Andrews Aldridge, is being sent to existing Barnardo's donors. It includes a personalised letter, a booklet and a mock-up of a menu.

The booklet features the story of Sally, a young person with special needs whose ambition is to be a chef. The letter describes how donations generated by this mailing will go straight to the Dr B's project.

The menu card describes some of the benefits that Dr B's provides for people with disabilities. These include: "Confidence building with lashings of encouragement"; "Useful catering skills on a bed of professional qualifications" and "A melange of life skills with a refreshing accompaniment of a secure and nurturing environment".

Steve Aldridge, the creative partner at Partners Andrews Aldridge, said: "This new integrated approach allows us to offer a tangible fundraising task that is more creative than traditional cash appeals. It gives donors the opportunity to see first-hand how their money's being spent."

Andrew Nebel, Barnardo's UK director of marketing and communications, said: "Dr B's is a success story: not only does it provide job skills and qualifications for a career in catering, the individuals flourish, gaining confidence and social skills."

The campaign was written by Roger Morris and art directed by Aldridge.

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