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Look, we know good direct mail is hard to do. We also know that this particular piece of direct mail was done for charity, and bashing a charity isn’t usually something we’d do. But COME ON.
If your envelope line reads “A Nickel Could Save A Child’s Life!” and you not only enclose the aforementioned nickel, but spend a few more of them popping it in the post, you’ve just fucked yourselves and the importance of the message.
We’re not sure who did this, but the agency behind it needs to pony up some dough to UNICEF for ever convincing them to put this out there. Oh, and maybe someone should have a talk with the account manager on the project.