The power of contextually relevant communication

Impactful, simple, cost-effective. The recent National Sea Rescue Institute (NSRI) direct mailer ticks all three boxes. Sent in the midst of increased Load Shedding, this clever, assemble-it-yourself cardboard candle holder features cut-outs of waves, ‘Salt, Sea, Sand’ text, and marine life.

The key message ‘Saving Lives, Changing Lives, Creating Futures’ is subtly presented alongside the logo. A key objective for any brand is to break through the constant torrent of brand messages. When you’re looking for donations and support, this becomes even trickier as consumers tend to set up barriers.

In my view, the contextual relevance paired with simple execution makes this an effective and endearing piece of communication.

What do you think?



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