We know children are fragile; that their little bodies can easily be damaged. And that is exactly the message the National Society for the Prevention of Cruelty to Children (NSPCC) expertly conveyed in its latest direct mail campaign.

According to Deliver Magazine, recipients received a non-descript, white envelope with simple instructions to fold the envelope in half. When done so, a snap would be heard. Upon opening up the envelope, recipients found a broken pencil along with a note telling the story of Jeremy, a young boy who at the hands of his father had his arm broken on six different occasions.

A powerful message? Yes.

Shocking? Maybe.

Effective? Yes.

The emotional reaction to the breaking pencil generated a response rate of 6.8 percent.

Impressive? Yes!

Alysia Shivers is a marketing professional in the real estate industry with a background in newspaper and magazine writing and editing. She blogs about life’s adventures at Unlyshd.

Article Tags: Deliver Magazine | Direct Mail Marketing | prevent child abuse
Filed under: Alysia Shivers, Direct Mail Marketing