Section 27 Direct Mailer

Since 2014 the South African government promised the eradication of pit toilets in schools but 10 years later, the issue has still not been resolved.

As a student project, I created this direct mailer with the aim of urging the Minister of Water and Sanitation to change the situation.

The outside packaging design gives the impression of a luxury cologne while subtly drawing on elements associated with death such as the coffin graphic and funeral flower-inspired scent. The inside of the packaging really drives forward the issue through a dirty pit latrine design as described in the notes. Finally, the toilet spray encourages the minister to act by twisting the copy on the box and providing a clear call to action. The striking red and black colors draw on Section 27’s brand colors, the South African NGO that I chose to possibly execute this potentially life-changing campaign.