Amnesty International: The pen pack

by SOFII-author

Amnesty needed a powerful and effective means of recruiting new donors to their great cause. This was it. The pack was, as far as we know, the first ever occasion when a free pen was included in an acquisition mailing, in the UK at least. This mailing was both brilliantly successful and started a trend that led to a flood of imitators.

Trigger warning: This case study includes images that some readers may find upsetting.

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