UNICEF’s direct mail campaign has put a teary smile on my face. They’re sending out baggies of what appear to be lil’ plastic toy soldiers, but are in actually playing children, reminders of young’uns forced into battle in Africa.

This direct mail campaign is incredibly effective in how it brings forth childhood memories for many while emphasising the reality of those who may never have one: Child soldiers in countries such as Africa. The campaign may be aiming to find corporate sponsorships, but they’ve earned a cheque from me, too. [Direct Daily]