Everyone has a story about deceptive advertising, or ads that sell bad or needless products. But advertising does good things, too. Helping keep the economy moving is an obvious yet often overlooked example. Here’s an instance where direct mail advertising powerfully combats a heinous practice, as cited in the latest edition of Alan Rosenspan's Improve Your Response Newsletter: 

The Child Soldier Donation Appeal sent out official-looking draft notices to 10-year old children in Germany. The letters requested that the children report for army duty immediately. Parents were understandably outraged. Until they read the bottom of the notice: “Unthinkable in Germany. Common practice in other countries around the world.” The campaign generated a 6% response and raised a great deal of money for the cause.

—Steve Cuno

 


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