To raise money for millions of Pakistani people dealing with the plundering floods, Dawn Newspaper is delivering their morning paper soaking wet, with a belly band stating "Floods Ruin Everything" on top of it.
The flip side of this belly band states how you can donate and help out the individuals who are suffering from the flood in Pakistan. Dawn Newspaper is definitely stepping up in presenting how greatly Pakistan has been affected by the flood and how important it is for everyone to help. Targetting an "upper-income subscriber list," according to adsoftheworld, the newspaper company hopes that these individuals will be able to donate to the cause.
Getting a wet paper may ruin some individuals' mornings, but Dawn Newspaper is trying to show that it's a lot worse in Pakistan where pretty much everything has been flooded with water.