Amnesty International: the letter in the pen pack
- Exhibited by
- Ken Burnett
- August 21, 2012
- Medium of Communication
- Direct mail
- Target Audience
- Awareness, individuals, regular gif
- Type of Charity
- Human rights & civil liberties
- Country of Origin
- Date of first appearance
- October, 1995
It is just so great to now have one of the letters that went out in the legendary Amnesty pen pack. It is hard to do justice to this incredible letter, so SOFII just urges you to go to it, read it and and you will surely be inspired.
Concept and copy by Karin Weatherup at Burnett Associates Limited. Karin is co-author with Ken Burnett of ‘Inspiring Annual Reports’.
Name of exhibitor
Summary / objectives
To recruit new donors.
Amnesty needed a powerful and effective means of recruiting new donors to their great cause. This was it. Creator of the pack Karin Weatherup remembers a letter from the time which said: ‘This pack has saved Amnesty's bacon.’ It was probably no exaggeration.
The letter takes the simple phrase that everyone knows ‘women and children first’ and actually manages to give it an entirely new meaning. This version was only sent to women and the stories in it are entirely from a female perspective: mothers, wives, grandmothers.
The challenge in the quote from Pastor Niemoeller, a victim of the Holocaust.
Influence / impact
The Amnesty pen pack is talked about in conference halls and seminars the world over. Most importantly it raised awareness of Amnesty and the brutality forced on the innocent people all over the world that it seeks to protect. It raised a lot of money.
This letter speaks for itself: loudly and with passion
Follow-up of the project
SOFII hopes to bring you the letter that was sent only to men soon.