St George’s Crypt is a Leeds-based charity that helps homeless, vulnerable and disadvantaged people. Our Creative Director, Lee Bradley, has always had a passion for climbing and to celebrate his 40th birthday he decided to climb Mt. Blanc to raise money for the charity.
To help raise as much money as possible, we created a poster/DM piece, based on the idea of raising a pound for every metre he was going to climb. This worked out at £4810. We presented this as a financial graph, using a silhouette of Mont Blanc as a line to show the projected funds we hoped to raise. It was printed in a spot silver on black stock and was accompanied by a bright orange letter, the mailer being sent in a silver bag reminiscent of thermal insulation bags. Donors were kept up to date with emails, which showed the height Lee had reached each day.