To develop a mailing to persuade people in an unseen and attention-getting way to donate - before opening the envelop.

What is special about this mailing is that it shows the message before opening the envelop by using a simple postage stamp of an ape. This ape turns into a tortured laboratory animal by the postmark. This idea is as simple as it is impressive.

The direct mailing was a full success for NOAH. 500 mailings have been sent and a total of almost €7,000 has already been donated.