Using Symbolism to Drive a Message Home
This mailing sent by Lambda Legal, a national litigation, education and public-policy organization committed to achieving full recognition of the rights of lesbian, gay, bisexual and transgender individuals and those living with HIV, has a lot going on.
To play off the mailing’s focus on rights, the outer envelope is treated to look like tan parchment paper, calling to mind the U.S. Constitution. The back of the envelope continues this theme with a teaser written in script that reads, “With Liberty and Justice for All” in black ... only the “All” has a red slash through it and the word “some” in faux handwriting above it.
Inside the mailing is an 8.25-inch-by-11-inch double-sided insert with a “test” to see how well recipients know LGBT rights on one side and the answers on the other; a reply device offering a membership card to donors; a 3-inch-by-8-inch double-sided insert on card stock that describes Lambda Legal’s mission on one side and contact numbers on the other; and a four-page, 8.25-inch-by-10.75-inch letter.
The top of the letter repeats the envelope’s teaser of “With Liberty and Justice for All,” with “All” crossed out and replaced by a handwritten “Some.” Only this time, the word “All” is written in again, to emphasize Lambda Legal’s commitment to LGBT rights.
It’s a powerful mailing that uses a mixture of symbolism and language to get the organization’s mission and message across.
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