The mail pack, sent to 70,000 people, is intended to encourage donations to improve the lives of people in Niger, West Africa by highlighting the harsh natural conditions and poverty in the region.
Seeds Appeal comprises a colourful plastic bag, resembling a grow bag. This contains a letter and donation form as well as a seed marker on which the recipient can write a message. The markers will be sent to families in Niger and the money used to buy seeds, tools and training there.
Landlocked, with a population of around 12m, Niger has an average life expectancy of 46 years and ranks as one of the world's least developed countries.
Niger, along with Mali and Mauritania, faces a possible humanitarian crisis affecting 4m following poor rainfall and a locust invasion, which damaged crops in a region where most depend on subsistence farming.
In the past, the World Vision annual appeal has traditionally raised around 拢250,000, with a mailing to 60,000 supporters.
A leading relief and development agency, the charity is part of Make Poverty History coalition of more than 260 organisations campaigning to abolish world poverty.
London-based Domain is a full-service agency that works with many not-for-profit organisations including the British Heart Foundation, the Muscular Dystrophy 北京赛车pk10, The National Trust and animal charity the PDSA.
The agency won gold at last year's DMA Awards in the Markets Fundraising category for its work on World Vision's Alternative Gift Catalogue.
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