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Arc's Great Ormond Street mailer takes DMA Grand Prix

LONDON - Arc Worldwide has won the DMA Grand Prix Award for its Great Ormond Street Hospital Children's Charity campaign.

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The campaign asked existing donors to give money for ultrasound scanners, which enable doctors to do internal examinations without carrying out operations.

Arc Worldwide created a mailpack containg a letter in a see-through envelope with the line "If you could see inside every envelope, would you open every one?" clearly visible, and the copy simply explained the benefits of the equipment.

It got a response rate of 15% and the average donation was £18.30, bringing a return on investment of 500%.

OgilvyOne Worldwide netted the most Gold awards, taking home four among its 10 awards, including one for Mothercare.

Craik Jones Watson Mitchell Voelkel also won 10 awards, but was outdone by Kitcatt Nohr Alexander Shaw and Harrison Troughton Wunderman, which took home 11 awards apiece of which three were Golds.

Gold in the debut media category was won by Mike Colling & Company for its work for FilmFour.

The chair of judges was Peter Vicary-Smith, chief executive of consumer group Which?.

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