MTV Foundation direct mail case study

The MTV Foundation harnessed the combined forces of direct mail, email, viral media and the web to highlight the problem of modern-day slavery.

It built up awareness through a series of ironic messages – an email about 'a hot new investment', an online viral video discussing the merits of the forced labour market, and a brochure for a Global Slavery Fund. The brochure was sent to 30 influential figures, including journalists and social causes advocates, to generate word of mouth about the foundation's cause.

The aim was to draw people into its website revealing the facts about slavery where they could also sign a petition.