SOFII's Choice(s)

Amnesty International: 
the pen pack

This is one of a handful of fundraising communications that really broke the mould. It's famous because it was the first-ever pen pack, but it is much more than that. It's a moving, intelligent and beautifully put together case to support one of the world's great causes. The beauty of it is that everything is relevant and sincere. Nothing is gratuitous. This is the standard to which all direct-mail writers and designers should aspire.