Capitalizing on a Love/Hate Relationship
Greenpeace is in the mail a lot, advocating for environmental protection and raising funds for its whistle-blowing work. Constant in most, if not all, of its mailings is the interaction — and power — of its images and messaging.
For this mailing, the duality begins on the 6-inch-by-9-inch carrier envelope with the teaser, “If you hate what they’re doing to our world …” above three color photographs: one of clear-cut logging; one of whalers at sea; and one showing plumes of smoke emitting from smokestacks. The teaser continues on the back of the envelope: “… You’ll love what Greenpeace is doing to stop them.”
The inner elements of the mailing also include this strong love/hate language. At the top of the reply device, for example, is the headline, “YES … I will help save the world I love!” while the petition to President Bush begins, “I Hate What’s Happening to the Environment!”
On an 8.5-inch-by-14-inch, four-color insert Greenpeace shows, one by one, the three photographs used on the outer envelope with the words “HATE this?” on each. Next to these photographs are other pictures with the words “LOVE this!” Alongside the image of a clear cut forest, for example, is a picture of a thriving forest rife with trees.
The play between language and images is powerful. At the end of the four-page, 8.5-inch-by-11-inch letter, Greenpeace suggests recipients channels their hate and anger towards activism — giving, signing the petition, etc. The mailing does a great job of using language and images to get recipients fired up, and then gives them a place to direct that fire — toward supporting the organization’s work.
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