For the Quebec Foundation for the Blind’s summer renewal mailing, we used Olivier’s story for inspiration – the 15-year-old whose brain tumour left him nearly blind. He and his dad ran the 2015 Spartan Race to raise money to help the Foundation fund their day and vacation camps. We opted for neon orange for the package because, for starters, we felt it epitomized the idea of movement and energy the Foundation’s summer activities typically evoke, and of course also because we knew the colour would stand out in the mailbox. The key was to grab our donors’ attention from the get-go – Olivier and Carl did the rest.