Global warming poses a serious threat to an island-nation like Singapore. While most companies and organisations are fully aware of the peril of global warming, they are not committed to the cause. It's not enough that some individuals within the organisation may embrace a more eco-friendly lifestyle. The organisation on a whole needs to work towards greater environment responsibility and operate within a standard set of framework stipulated in the ISO 1400-1 certification.

Using a popular souvenir from the country - a snow globe - as part of our communication, the Direct Mailer was hand delivered to multinational companies to provide a grim reminder of what rising sea levels can do to island-nations like Singapore. So unless everyone; especially businesses and corporation, acts now and stays committed to fight global warming, Singapore faces the danger of being submerged in the not too distant future.

There was a marked increase in traffic to the website since the Direct Mailer was distributed. The short-term effectiveness of the DM was proven as 33% of the respondents expressed their interest by asking for more information about how to go "green'. And the agency is still awaiting the conversion rate as these companies must meet a long and stringent set of guidelines before being certified an ISO 1400-1 company with proven exemplary environmental commitment and performance.