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Falling Letters

Falling Letters | Bischoefliches Hilfswerk Misereor | Kolle Rebbe
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basics
Industry: Public interest & Non-profit
Media:Direct Market
Market:Germany
Language:English
Style: Minimalism
descriptioncnen
Describe the brief from the client:
The earthquake catastrophe in Haiti was covered across all media. Misereor wanted to move Germany’s top journalists not just to cover the misery caused by the earthquake, but to get active themselves and help out with a donation.

Creative Execution:
With our mailing we managed to approach the target group precisely and clearly. Our idea also suited a relief organization well, which always felt it was more important to help than just to talk about helping.

Describe the creative solution to the brief/objective.
To encourage as many of the approximately 500 top journalists and media decision-makers as possible to make a donation, we developed an unusual mailing concept. Instead of writing reams of letters asking for donations, we reduced the copy to a provocative demand: deeds, not words! And underlined our message with an attention-grabbing, formal idea.


Describe the results in as much detail as possible.
Almost half of the approximate 500 journalists we approached reacted to the mailing. The majority were prepared to help the eathquake victims of Haiti with a donation. The campaign was a great success for Misereor.
credit
Brand:
Agency:
Executive Creative Director:
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awards
Cannes Lions International Festival of Creativity 2010
Silver Direct
Use of Direct Marketing/Flat Mailing
Golden Award of Montreux 2010
Gold Medal Print advertising/Posters/Direct Marketing
Public Interests
Eurobest - The European Advertising Festival 2010
Silver Direct
Flat Mailing
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