Title	THE NOAH POSTMARK MAILING
Brand	NOAH – MENSCHEN FÜR TIERE
Product/Service	A MAILING AGAINST ANIMAL TESTING
Category	A01. FLAT MAILING
Entrant Company	SERVICEPLAN Munich, GERMANY
Advertising Agency	SERVICEPLAN Munich, GERMANY
Media Agency	MEDIAPLUS Munich, GERMANY

Name	Company	Position
Alexander Schill	Serviceplan	Chief Creative Officer
Cosimo Moeller	Serviceplan	Executive Creative Director
Henning Patzner	Serviceplan	Executive Creative Director
Valerie Koch	Serviceplan	Copywriter
Stefanie Paulus	Serviceplan	Art Director
Gary Scheicher	Serviceplan	Account Supervisor
Daniel Albrecht	Servieplan	Account Supervisor

The Brief

Every year 5000 monkeys are senselessly tortured to death in animal testing for "scientific research". NOAH wanted to point out this fact with an eye-catching direct mailing that compels the target group – members of NOAH, editors and opinion leaders – to donate.

Creative Execution

What is special about this mailing is that it shows the message before opening the envelop by using a simple postage stamp of an ape. This ape turns to a tortured laboratory animal by the postmark. This idea is as simple as impressive.

Describe the creative solution to the brief/objective.

In order to point out the cruelty of animal testing and generate donations, we developed The NOAH Postmark Mailing with a special postmark and special issue stamps: The images on the stamps show apes that appear to be laughing. But when the special postmark is stamped on, they turn into agonized lab animals. The direct mailing was a full success for NOAH. 500 mailings has been sent and a total of almost 7.000 Euros has already been donated.

Results

The direct mailing was a full success for NOAH. 500 mailings has been sent and a total of almost 7.000 Euros have already been donated.