Against the Odds
Pai-Espinosa, who prior to joining the foundation was a partner at Metropolitan Group, where she worked with clients to develop their brands, communications and campaign strategies, applied her experience to create the package design and copy in-house.
"It stems from not only what our brand is, but also what I know and what I learned about what works and what doesn't work in building an emotional connection to an issue and an organization based on the brand and connecting that with your audience's core values," she shares.
Creating a mailing that would connect with the core values of the audience required getting in the audience's shoes—not a far stretch for Pai-Espinosa. "I knew that the mailer had to catch their attention. When they looked at the envelope, their interest had to be piqued quickly because I fit that demographic, and I get numerous letters and knew that ours had to look different from the outset," she explains.
The mailing-sent in conjunction with Mother's Day—includes a white #10 envelope, double-sized, 8-1/2" x 11" letter and self-mailing reply device. The envelope features only the organization's name, logo, address and tagline ("Empowering girls, young women and their families since 1883") in the corner card and the teaser, "1 out of 4 girls ..." with a faux hand-drawn circle around it in the lower left-hand corner (Archive code #601-717810-0905).
The elements inside have that same less-is-more quality to them. The letterhead at the top of the letter repeats the logo, organization name, tagline and address (including the web address) found on the outer envelope. Below that flows the body of the letter on top of a pale green background.
The letter begins by presenting the problem teased on the outer envelope ("Dear Friend, It's shocking but true - in the United States 1 out of 4 girls will be sexually or physically abused before the age of 18") and links this to Mother's Day by stressing that "evidence is growing about the link between childhood sexual abuse and teen pregnancy."