Submitted by: Print Power 16/01/2013
The charity Age UK used a magazine cover wrap to run an advertisement to highlight the problems of the elderly and venerable not being able to afford heat and keeping warm and safe throughout the winter months.
Age UK used thermochromic ink; by using this heat sensitive ink some objects in the pictured room would glow a warm orange colour when readers placed their hand over the image, demonstrating how people could be made warmer through donations. The advert appeared on the front cover of the Telegraph’s Saturday’s Magazine.
The wrap led to 910,000 donations from readers to Age UK's campaign, with a 625% lift in donations from a younger audience