Amnesty International DM AMNESTY MAILING by DraftFCB Vienna

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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market Austria
Agency DraftFCB Vienna
Executive Creative Director Patrik Partl
Creative Director Andreas Gesierich
Art Director Daniel Senitschnig
Copywriter Florian Schwab, Niki Peterson, Armin Winkler
Released September 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Sep 1 2009 12:00AM
Chief Creative Officer: Bernd Fliesser (Draftfcb Partners)
Executive Creative Director: Patrik Partl (Draftfcb Partners)
Creative Director: Florian Schwab (Draftfcb Partners)
Creative Director: Andreas Gesierich (Draftfcb Partners)
Art Director: Daniel Senitschnig (Draftfcb Partners)
Copywriter: Armin Winkler (Draftfcb Partners)
Copywriter: Florian Schwab (Draftfcb Partners)
Copywriter: Niki Peterson (Draftfcb Partners)
Consultant: Claudia Schwab (Draftfcb Partners)
CSD: Irene Sagmeister

Describe the brief/objective of the direct campaign.
Development of a letter asking for donations in context with the subject; Innocent on Death Row.

Explain why the creative execution was relevant to the product or service.
Through the involvement of the payment form, the idea and the possibility of signature and the rescue of one life, the willingness to donate grew dramatically.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
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 in hands. 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 signature on the payment form which may help to get innocent people out of the death row.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This letter was the most successful mailing that Amnesty Austria sent out ever. The amount of an average donation grew by 40%. The all-over repsonse increased by 25%.