Direct > Use of Direct Marketing
SPECIAL POSTMARK HUMAN RIGHTS
PLAN.NET, Munich / REPORTERS WITHOUT BORDERS / 2011
Overview
Credits
OVERVIEW
BriefWithProjectedOutcomes
For 10.12.2010 (on the International Human Rights Day) and working together with the post office, a uniquely designed, special edition postmark was used to imprint over a postage stamp depicting an imprisoned journalist. The result showed the portrayed journalist as if behind bars. Together, the portrait ‘Behind Bars’ was created and the mission of the organization made unmistakable. Our aim was to communicate our message to the target group even before it was actually opened.
ClientBriefOrObjective
The international organization “Reporters without Borders” supports innocently detained journalists worldwide and fights for their discharge.To support the organisation in its work, an attention-grabbing mail shot was to be developed for the 2011 International Human Rights Day that made reference to the organisation’s mission in an unconventional way and made the organisation’s mission unmistakeably recognisable at first glance. The mail shot was to be sent to newspapers in Austria, Germany and Switzerland and encourage editors and journalists to support Reporters without Borders through articles and thereby be able to generate donations from a wide audience.
Effectiveness
The mailing was a great success and the response rate incredible. As a result news articles supporting the organization Reporters without Borders appeared in 28 newspapers in Germany, Austria and Switzerland.This in turn generated donations and publicity.
Relevancy
The use of a specially-designed postmark on the postage stamp enabled us to create a symbolic image that explains the organisation's mission in an impressive way without using a single word:even before the letter was opened, clear reference was made to the objectives of the Reporters without Borders organisation and a link created between the target group and the sender.
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