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?

Notes

  1. philipchircop posted this