From the Ashes
Straw Not Quite a Draw
Submitted by Steve Maggio, DaVinci Direct
The Campaign: “The Straw Package.”
The Client: A national health care charity.
The Offer: Support the client’s world-class programs of research and treatment for asthma to help save the lives of kids suffering serious asthma attacks.
The Background: First, I met with the client. We strategized how this particular mailing would fit into its overall program plan, and I did the requisite research to find out how many people suffer from asthma, what the strengths of the client’s program were, what kind of asthma research it needed funding for, the “unique selling points” of its particular treatments for severe asthma cases, etc. I had good info to work with, but I was looking for a breakthrough idea.
