Internews
Cold recruitment insert
Internews works to support safe access to good, accurate, evidence-based information, often in places where this can’t be taken for granted. They approached us to create a cold insert just as Trump was racing up the polls and the idea of ‘fake news’ was trending widely. Our idea was simple; to reveal the truth beneath the deception – just as Internews does in some of the world’s most dangerous places.
What we did
Concepts, design, print and production, media liaison
With our ‘message within a message’ approach, we created something visually striking to signal that this communication – and this charity – was for people who like to look deeper. This required some clever writing from Lisa Pember, who worked with us to hide the real story inside the headlines and to ensure the reader both understood this little-known charity and completed the journey to the end of the donation form.
Impressively, for a cold insert, this piece generated several donations of between £400 and £600 plus a solid stream of £40 to £50 gifts.
