An Innocent On Death Row
Issue 14 | March 2010
Agency
DraftFCB Vienna
Creative Team
Chief Creative Officer: Bernd Fliesser, Executive Creative Director: Patrik Partl, Creative Directors: Florian Schwab, Andreas Gesirich, Copywriters: Armin Winkler, Florian Schwab, Niki Peterson, Art Directors: Benjamin Fillitz
Production Team
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Other Credits
Client Service: Irene Sagmeister, Claudia Schwab
Date
September 2009
Background
Draftfcb Partners was challenged to develop a letter for Amnesty International to raise donations to help specifically with their work to help prisoners sentenced to death.
Idea
The agency developed a direct mail piece that serves a dual purpose. By pulling the letter out of the envelope, the reader holds a plea for the amnesty of a person who has been sentenced to death. The signature line at the end of the letter has been punched out. Beneath this letter another letter is placed containing a payment form. Thus, the signature on the plea for amnesty serves at the same time as the signature on the payment form which may help to get innocent people off of Death Row
Results
Donations increased by 32%.
Our Thoughts
What I think is interesting about this mailing is it makes such a big thing of your signature. Writing your name in the box is a declaration of principles first, an agreement to contribute money second..
It is a reminder of the power the ordinary citizen can exercise over Government, provided, of course, the ordinary citizen has the support of sufficient like-minded souls.
The mailing looks, and probably was, cheap to produce. That too is an important communication in its own right, telling recipients Amnesty prefers to spend money on getting the job done than on marketing.