The Foundation for Queen Silvia Children’s Hospital raises funds for toys, healing gardens and activities for the 500,000 children who stay at the hospital every year. The objective was to contact previous and future donors by mail, asking for a small donation.
To illustrate the need for toys, they didn’t mail the letters directly. Instead, they gave them to the children in the hospital and asked them to play with them. After the detour, they sent them on to the right addresses.
As every letter had been a plaything for a few hours, it became a unique and physical reminder of the fact that children need to be children, even when they’re in the hospital.
Donations to the foundation increased by 320% compared to the year before, and the campaign resulted in hundreds of new donors.