Internews; cold recruitment insert

Key thought:

‘Our audience self-select as those who like to look beyond the surface’

Internews works to support safe access to trusted information in places where it can be dangerous to tell the truth. I worked with Click Creative to create a cold insert (with integrated donation form) which was distributed just as Trump was racing up the polls and the idea of ‘fake news’ was trending widely. Our idea was simple; to reveal the truth beneath the deception and to signal that this communication – and this charity – was for people who like to look deeper. Impressively, this cold insert generated several donations of between £400 and £600 plus a solid stream around the £40 to £50 mark.