Novib "Bag + Catalogue"

The postcard read: I bought you a goat. But I gave it to someone who needs it more than you. By giving a goat to someone in a developing country instead of a Christmas present to a friend or family, Novib Unwrapped unveiled a new way of a fundraising 9,600 addresses obtained from people who had both sent and received post cards and together with substantial free radio, newspaper, magazine and internet advertising the campaign was a huge success, exceeding the targets in several areas.

Agency: Junior Advertising, The Netherlands.