Art That Moves
Sometimes a mailing comes together organically, with an inspirational story that connects with inspiring artwork and a powerful call to action. Such is the case with this mailing from the National Parkinson Foundation.
The mailing, sent in a #10 outer, features the story and art of José Bernal, a Chicago-based, internationally renowned artist who has had Parkinson's for more than 20 years yet continues to produce beautiful artwork. Every element of the mailing carries proof of Bernal's talents, featuring his artwork on the outer envelope, on each of the 40 address labels included in the mailing and on the reply device. The combination of Bernal's story of hope and his artwork gives the organization an effortless way to show-rather than tell-what can be accomplished by those with Parkinson's if they have support (Archive code #604-671525-0904).
"The personal story is kind of interesting because it wasn't just somebody who was in need, but somebody who really has continued to give back," Shaun Peterson, NPF's account executive at New River Communications, NPF's marketing consultant, says. "Even as he's struggled and had a lot of hardship with Parkinson's, he hasn't let that beat him or stop him from producing his art and doing his thing. It wasn't just sort of another sad story of somebody who's been beaten down."
The outer envelope features Bernal's artistic design of the organization's abbreviation, with a teaser running across the top that reads, "Inside: An accomplished artist's courageous struggle with Parkinson's disease ..." Inside, the double-sided letter explains that, despite the negative effects Parkinson's has on those who have it, it is not a death sentence, as evidenced by the accomplishments of Bernal, who, the letter says, recently donated 300 works of art to NPF to be auctioned to benefit the organization. His story leads to this powerful call to action: "I hope Jose's generosity - even as he battles this terrible disease - will inspire you to send a gift today so we can continue moving forward in our fight."