Greenpeace Spain direct mail case study

Greenpeace Spain needed to raise money to fund its campaign against plans to run 2,500km of power lines across Patagonia in Chile.

To build support, TIEMPO BBDO designed a postcard depicting an electricity pylon in the middle of the Patagonian wilderness which recipients could remove by pulling a thread. The card was sent to current and lapsed members. 

The idea behind this simple piece of direct mail was to show people how they can make a difference rather than focusing on the problem. And it worked. More than 30% of recipients made a donation.