Direct Mail Campaigns of the Year: World Vision & The National Humane Education Society

“The teaser was simple with a statement from a dog’s first-person perspective …” CDR’s Lauren Grace wrote. “We paired it with a sad, sepia image of a puppy behind a fence who is making direct eye contact with the recipient. It seems as if the dog is talking directly to the reader. We targeted control animal lists, which are your traditional pet lovers.”