It’s Elementary

Sometimes all it takes is one element with one strong image that intertwines with and communicates a singular, strong message to give a direct-mail package response-driving impact.

This mailing from Planned Parenthood Federation of America trying to rally support against pharmacists’ refusal to fill birth-control prescriptions achieves this with a six-panel, 4-inch-by-7-inch glossy pamphlet. The package is mailed in a white No. 10 envelope with faux red-stamp copy reading “Petition Enclosed” and includes an 8.5-inch-by-14-inch form with the reply device and three petitions, a four-page, 8.5-inch-by-11-inch letter and a BRE, in addition to the pamphlet.