Christian Aid's mosquito appeal was a simple, emotive and powerful pack, based on the proposition "Your £2.25 can protect a child from a deadly killer, every month." The pack explained the severity of dangers of malaria in sub-saharan Africa - where the disease kills a child every 30 seconds. Christian Aid provide a simple and tangible solution to this problem – a mosquito net costing just £2.25.

The subject matter is new and fresh, with stark, shocking statistics to back up the need. So the pack stands out from the usual overseas development subjects (drought, food scarcity and safe water etc).

In response to the brief, Bee and Anna developed a pack with the urgency of an emergency appeal. The clear, focused copy provokes outrage in the reader, that so many children die when there is such a simple solution to the problem. The oversized outer communicates the scale of the problem with immediacy - a tiny image of a mosquito and the large, stretched typography of the word MONSTROUS.

Results
The pack was sent out as a cold CoG pack, warm CoG conversion, upgrade and also had a follow-up appeal. All activity was successful, however it was the upgrade that stood out as the biggest success.

The upgrade appeal ROI was 8.01, 473% above target, while the response rate of 4.17% was 248% above target. The average upgrade value was £5.07 - again over target this time by 281%.

Alex Wordsworth