Boxing Up a Message

The brown cardboard box outer works for the Food Bank for New York City because it gives boxes, not bags, of food to those in need. The mailing’s symbolism works and is carried through all of its elements. The first paragraph of the letter begins, “To most of us, a box is just a box. But to the many less fortunate New Yorkers who rely on the Food Bank for New York City for the food they need in the toughest times, a simple box can be so much more. …” Copy at the top of the reply device reads, “Food and Hope for Hungry New Yorkers — It’s in the Bag,” with the word “Bag” crossed out and “Box!” written in a handwriting-style font next to it. The mailing also includes a 3.5-inch-by-5-inch sticker for donors to fill out with a personalized message to the needy, which will be affixed to a care box.