DIRECT MARKETING;GOLD AWARD GALLERY

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Agency: Russ Reid Co., Pasadena, Calif.

Advertiser: World Vision

Campaign: "Christmas Card Sponsor Appeal"

Russ Reid Co.'s holiday program for Childcare Ministries Fund raised funds and strengthened the bond between donors and their sponsored children. Donors could send children Christmas cards with colorful stickers. The 45% response rate was as bright as the stickers.

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