To demonstrate the role of Red Cross in making a big difference in people's lives, especially the victims of natural disasters. And help drive volunteers in the Arab world.

We show chaotic scenes of natural disasters in which the survivors look completely helpless. A pull on the tab reveals one of the persons in the picture as a Red Cross volunteer. Transforming a heartbreaking situation into one that is filled with hope.

The direct mailer resulted in over 1,757 registrations on the website in less than a week. It also drove donations from high net-worth individuals who are too busy to donate their time, but willing to donate a generous sum of money.