We targeted everyone in South Florida with a doorstep, living in good conditions that could help others by making a donation. These were new customers to Techo, however, with the vast Latin American community in the area, bringing them awareness would definitely create vested interest for the work that Techo does in Latin America and the US. Our target also lives in neighborhoods that are often not near areas where homeless families would dwell, which makes it easy to avoid the problem. Another reason it was important to bring awareness to the target’s doorsteps.

The Techo Boymat created an innovative approach to traditional door-to-door direct marketing. By integrating the posters with homeowners’ doormats we created “doorstep billboards” that told a story about the harsh realities of homelessness facing children, and brought awareness to people’s homes, literally right at their feet. The poster also came with a website address and QR Code, which drove people to the TECHO donation platform.

People often take for granted living in a home. Techo Boymat is a reminder of how fortunate many of us are to have a place to call home. By stepping out their doors and seeing our poster integrated with their doormat to make it look like a homeless child is using it as a blanket, we reminded homeowners how fortunate they are and how easy it is to help. Over the course of a week we placed thousands of the Techo Doormats targeted outside of homes in South Florida, where there is a large population of Latin Americans that can easily connect to the needs of the homeless in Latin America and the work that Techo is doing in the region.

By placing the Techo Boymat at thousands of homes in South Florida we helped create awareness for the Techo brand in a region of the United States with a large Latin American population, and thus a vested interest in what goes on in Latin America. The initiative not only increased donations by 11% in the region, but also increased the number of volunteers, inquiries into the organization, and traffic on the Techo website.

A doormat greets you into a home. It’s a symbol of hospitality.

By integrating our poster with a homeowner’s doormats to make it look like a homeless child is using the doormat as a blanket, our flat mailers showcased the harsh realities that faces millions of homeless children and their families and created an opportunity for homeowners to take their symbol of hospitality beyond their doorsteps. We brought awareness to the homes of those fortunate enough to have a place to put a doormat and the power to help others less fortunate.