The Double Life of the Dust Jacket

parcelbookjkt3A recent campaign between Random House Australia and creative agency BMF has it all: clean, useful design; charitable giving; and the encouragement of reading. The initiative, “Mailbooks for Good,” encourages people who’ve purchased a Random House Australia book to mail it to a participating charity so that the newish tome can be enjoyed by the less fortunate.

At first glance, the concept sounds like one more half-baked attempt to cure the world’s ills in the least effective way possible…but then you get a glimpse at how they’re going about it.

parcelbookjkt2

A few Random House Australia titles feature a dust jacket that can be reversed and refolded to become a post-paid, pre-addressed mailer for the book itself. Just drop it into any post box and you’ve done your bit. Currently, books are mailed to Australia’s Footpath Library, which distributes books to the homeless.

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