Salvos appeal
Richard Foster | 17.06.2010
It’s not often that I’m stopped in my tracks by direct mail.
Flicking through the usual clutter the other day, I came across what appeared to be a handwritten note on a plain envelope signed by Christopher. It made me look twice because it looked so real, not just the writing itself but how it was written. There was no stamp, no branding, just the handwriting. It forced me to open the envelope.
On opening the envelope you discover that the handwriting is a copy of an actual letter sent by 7 year old Christopher to a Salvation Army Crisis Centre – part of their 2010 Red Shield Appeal campaign. At
a time when charities are fighting more than ever to be heard, and looking at new ways to stand out, this piece certainly made an impression on me. Why?
It was honest. It was powerful. It was original. And it was controversial. It made me feel slightly uncomfortable, and going by what I’ve read on the Salvos website, it’s clear other people had a similar response. But I don’t think in this case that’s a bad thing. It made me think, and made the issues facing the Salvos real. Isn’t this what every charity is trying to achieve? To elicit a response.
For some, the fact that they used the hook of Christopher’s letter could detract from the power of the communication – it didn’t for me. It compelled me to read about Christopher and understand his story behind the letter. How he was in fact given a job by the crisis centre to provide some pocket money and respect. How the issue of domestic violence can effect a family.
Most importantly, it compelled me to donate to the appeal. When many charity requests go into the bin, this one didn’t.
Tags | Branding, direct mail, Graphic design, salvation army
Categories | Advertising, Graphic design, Inspirational, Tank