Anatomy of a Control: Making Anger Work
“You need a streak of outrage. You need a sense of injustice. Without outrage, I don’t know how the hell you can do this work.”
— Roger Craver, of Craver, Mathews, Smith & Co.to Denny Hatch, 1993
Since its founding in 1961, Amnesty International has saved more than 50,000 lives — potential victims of murder, torture and execution by some of the nastiest regimes on earth. Considering what’s happening in the Middle East, Africa and even here in the United States, this organization’s work will never be done. If I had to pick one organization for which Roger Craver’s words are apropos, it would be Amnesty International.
The control package
The Amnesty International USA control is a model of elegance and simplicity both in its copy and the way the elements interact. Written by celebrated freelance copywriter Jerry Huntsinger a decade ago, it has been, in the words of Craver’s Michael P. Rooney, “the undisputed control ever since.”
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
