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.
The letter does a good job of laying PPFA’s case, but it’s the pamphlet that really brings the message home.
The first panel of the pamphlet is white and sparse, save the word “Imagine … ” centered and written in black and an image of a crumpled ball of paper below it. When lifted, this first panel shows the inside panels of the pamphlet, the first with a black background and copy in reverse type reading, “Imagine going to your pharmacist, and getting this back instead of your medicine?” Below this, the crumpled ball of paper from the first panel is now uncrumpled and revealed to be a prescription for “The Pill.” Two more panels sum up PPFA’s case against pharmacy refusal, closing with copy that reads, “If you are as outraged as we are … if you share our concern to safeguard your most basic rights … please support our ‘Fill My Pills Now’ campaign.”
It’s a powerful element that uses the interplay of a strong visual and hard-hitting copy to trigger recipients’ sympathy in a very effective way and really carries this mailing.
THIS MAILING is available in digital form at the special price of $24.95. To order it, click on the package to be directed to our order form that contains other special offers on Archive mailings.