Empty Photo Album Raises Money

Here's another ad that really pulls at your heart. The German charity “Stadtmission Nurnberg” used a direct mail promotion to target specific groups to raise money for Alzheimer's. They sent a photo album that was titled “My Life,” and in this album all of the photos were blank except for a few photos from childhood. This was designed to simulate the effects of Alzheimer's and make recipients realize how terrible the condition is. The photo album even looks old, and it is easy to imagine how this would be effective.
After this direct mail campaign, donations increased 30 percent, and the agency raised an extra 200,000 euros. The photo album certainly seemed to have the desired effect.

(via directdaily)