UNICEF needed a campaign to raise funds and increase awareness on the problem of malnutrition in the Philippines.
BCD developed “fahad’s arm” – a direct mail package that featured an outer envelope with a 6-cm hole to depict the small space that can fit a malnourished child’s arm. The pack asked donors if they could fit their arms through, and contained a MUAC-tape (Mid-Upper Arm Circumference tape), used by field workers as a diagnostic tool for checking if a child is malnourished.
The campaign generated an
ROI OF OVER 205% AND 170% MORE INCOME
than projected, all in the span of a year.