Making your message
impossible to ignore

International Animal Rescue (IAR)

Standard Value Recruitment Mailing

"We knew that our work would be targeted at people who had already supported animal charities and that competition for their support is intense. So we had to grab their attention, and keep it.

Sometimes the most effective way to convey a proposition is to keep it simple. In the case of IAR's work, which tackles the cruel tradition of 'dancing' bears in India, we wanted to demand a reaction, one that would compel people to open the envelope.

This is very much a 'does what it says on the tin' proposition - there's no need here to be clever for cleverness' sake. A bold picture and demanding headline says it all.

But if you don't engage people with the solution as well as the problem, you risk sensationalising the charity's work, and people are much less likely to support you if you don't tangibly demonstrate what they can help you to achieve. That's why the pack puts so much stress on the details of the bear rehabilitation programme. It puts the supporter at the heart of the solution.

Too many organisations rely on the cliché that we're a nation of animal lovers and presume that any old design featuring an animal in distress will automatically pull in the audience. TW CAT's creative and targeting works harder than that. We find the people who are likely to respond to your work and talk to them about what makes your work urgent, unique and compelling."

Tim Hopkins
Joint Managing Director