Capitalizing on a Love/Hate Relationship

The play between language and images is powerful. At the end of the four-page, 8.5-inch-by-11-inch letter, Greenpeace suggests recipients channels their hate and anger towards activism — giving, signing the petition, etc. The mailing does a great job of using language and images to get recipients fired up, and then gives them a place to direct that fire — toward supporting the organization’s work.