Simple and straight forward does the direct-marketing trick for this 100-year-old organization for the visually impaired.

By Margaret Guellich

Getting it opened
The outer envelope uses the teaser copy above the way teaser copy is meant to be used. The prospect will associate the Lighthouse name with the blind or vision impaired, but the purposely garbled teaser brings the message home. It draws the reader in and forces him to open the envelope, if only to find out why it looks like that. It’s like a game, but it never loses its serious tone.