Capitalizing on a Love/Hate Relationship

Greenpeace is in the mail a lot, advocating for environmental protection and raising funds for its whistle-blowing work. Constant in most, if not all, of its mailings is the interaction — and power — of its images and messaging.

For this mailing, the duality begins on the 6-inch-by-9-inch carrier envelope with the teaser, “If you hate what they’re doing to our world …” above three color photographs: one of clear-cut logging; one of whalers at sea; and one showing plumes of smoke emitting from smokestacks. The teaser continues on the back of the envelope: “… You’ll love what Greenpeace is doing to stop them.”