15 January 2012 FALLING LETTERS | a Misereor Mailing The Briefing The relief organization Misereor wanted to send a mailing to journalists persuading them to do more than just report on the earthquake in Haiti. They wanted reporters to help out with a donation. The Idea We reduced the call for donations to a single sentence "Deeds, not words." And enclosed all of the redundant phrases in the mailing as loose letters. The Result The campaign was a great success. Almost half of the approximately 500 journalists we approached responded to our mailing. Advertising Agency: Kolle Rebbe, Germany FOR REFLECTION “Love is shown more in deeds than in words.” | Ignatius of Loyola Can it be that sometimes the best deed is to speak up, to write and make visible what others do not see, to critique the situation?