Photographic Balance

This mailing from The National Anti-Vivisection Society focuses on animals that are used for research, and it uses images perfectly. Half of the images show healthy dogs, their eyes staring out at recipients. The other half are abstract photos of sad-looking dogs in cages. They’re terrible but not necessarily gruesome. NAVS gets its message across powerfully through the combination of these images and tough, “you-should-be-outraged” copy.