Amnesty’s “Read it or Bin It” insert – follow up from Amnesty

I posted a few weeks ago about the insert in the UK papers that Amnesty did called Read it or Bin it (you can read that post here).

I asked a few questions in the post and got a really nice response from Fiona McLaren, Amnesty’s Online Communities Editor. She told me that the team werent able to share any stats (always disappointed with that) but were happy to share some of the insight into how the campaign came about, thought you may be interested to read what they had to say

“The ‘bin it’ creative was produced specifically for the insert marketplace. Learning from other successful creatives suggested that less can be more with inserts and that we should try to get the reader to the point of the ask very quickly. So it was designed to explain the work of Amnesty International in a very short, simple and engaging way. It was first tested in Feb 2010 and out-performed, both in terms of response rate and ROI, two other test pieces. We are now rolling it out to insert media we have used successfully in the past including newspapers like The Guardian, Observer, Scotland on Sunday, The Independent and Indy on Sunday and periodicals like The Week, New Statesman, Big Issue and Time Out. At the moment, we have no plans to use the creative in other acquisition mediums but we will see how the roll out campaign works before considering other acquisition activity.” – Alistair Baggs, Senior Direct Marketing Coordinator


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