Random House turns book covers into mailing labels for charity

The Mailbooks For Good initiative is based on BMF's innovation: a dust jacket that, when turned inside out, transforms the book into a prepaid, pre-addressed parcel that can easily be sent to The Footpath Library, a charity that provides books for homeless and disadvantaged Australians.

The first series of five adults and children’s titles using the special covers was released on 14 March at Sydney’s Gleebooks Bookstores through Random House Vintage. The dust jacket design is patent-pending globally, and an international rollout is planned for the near future, according to the companies.

“We’re very excited about this idea," said Meredith Curnow, publisher at Random House Australia. "As a book publisher we often get overlooked nowadays, but something like this really taps into readers' desire to share the joy of reading. This idea has huge potential for our industry."

BMF executive creative directors Carlos Alija and Laura Sampedro commented that it's gratifying to come up with an idea that will "live on longer than the campaigns we usually do".

CREDITS

Creative Agency: BMF
Client: Random House
Managing Partner: Stephen McArdle
Executive Creative Directors: Carlos Alija and Laura Sampedro
Director of Business Development: Alex Caredes
Creative Team: Simon Koay and Tim Smith
Head of Art: Sian Binder
Designers: Iva Madderom and Conor Bevan
Account Director: Brad Smith
Production Director: Alex MacArthur