Photographic Balance

The organization draws on this connection made on the outer envelope and features a photo of a caged dog on the 8.5-inch-by-11-inch letter next to equally strong language, “If you are as outraged as we are about scientists conducting cruel and unnecessary medical experiments on dogs, then please help us put a stop to it!” In this way, NAVS does a good job of building its case for outrage without making recipients outraged at the organization itself.