Concept and copy by Karin Weatherup at Burnett Associates Limited. Karin is co-author with Ken Burnett of ‘Inspiring Annual Reports’.

Name of exhibitor

Ken Burnett.

Summary / objectives

To recruit new donors.

Background

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.

Special characteristics

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.

Merits

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.