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By Margaret Battistelli Gardner

There's no denying the shock value of this piece, which is probably why it knocked the socks off the control, upping the average gift by 14 percent, and became a cornerstone package in the OC's membership acquisition program.

According to Peter Schoewe, senior account executive at Mal Warwick Associates, the OC hoped this campaign — where the poster also serves as the outer and holds a bare-bones amount of inserts — would solve two separate problems.