The War Amps is a Canadian registered nonprofit organization, established in 1918 to assist veteran amputees. Initially founded to serve war veterans with financial and advisory support, the non-profit has since expanded its services to assist all amputees in Canada. The organization offers various programs tailored to the specific needs of child, adult, and veteran amputees. To generate funding, the charity provides Key Tag and Address Label services, allowing donors to make optional contributions.
Objective
To design a persuasive direct marketing campaign that promotes a charity or cause utilizing both direct mail and social media advertising. These two elements must work together with an offer and call to action to support the existing charity or cause and effectively reach the target audience. It could be a simple postcard or an integrated piece.
The War Amps Direct Marketing Campaign Gate Fold Brochure front view
The War Amps Direct Marketing Campaign Gate Fold Brochure opened view
The War Amps Direct Marketing Campaign Gate Fold Brochure open back view
The War Amps Direct Marketing Campaign Instagram Social Media Post
Process
I decided to do The War Amps charity, a lesser-known charity, to bring awareness and draw attention to the crucial need for donations and ongoing assistance for those in need of prosthetics and financial support.
I decided to use a gatefold brochure for my design and a moving photograph of a disappointed man in a wheelchair with missing limbs with the truthful title ‘Many Suffer’. I created “imaginary” x-ray white lines by drawing possible prosthetics he could receive when people donate to the charity. I used a depressing blue ‘x-ray’ overlay on top of the photograph to capture and convince viewers that something is wrong with the man and persuade them to continue reading and opening the brochure.
When the brochure was opened, I designed a bold, call-to-action prosthetic hand pointing to the word donate. I also included information on how to donate, a coupon consisting of a 50% discount code for their next clothing purchase if they donate to the War Amps, and a QR code to donate and receive their coupon. On the back of the brochure, I left the original photo of the man with the words ‘thank you’ to give viewers pride in their donation and show how the man is hopeful with his new prosthetics and support.
Medium/Tools Used
Adobe Illustrator
Adobe InDesign
The War Amps Direct Marketing Campaign Gate Fold Brochure front view
The War Amps Direct Marketing Campaign Gate Fold Brochure inside view
The War Amps Direct Marketing Campaign Gate Fold Brochure open back view
