The campaign hooks into the Jewish hope for a sweet year, by using the image of an apple dipped in honey which is universally recognised as a key symbol of the festival. It carries the strapline ‘All sweetness and light?’.
The campaign takes the form of a three-pronged direct mail push. The first targets regular donors who have given in the past three years. The second targets donors who have given, but not in a postal appeal. The third targets donors who have given but not in the past three years.