Direct mailing as a key medium

Pro Juventute relies heavily on the generation of donations by letter post, as this generates a considerable proportion of Swiss donations. evoq develops addressed mailings to retain donors, as well as unaddressed scatter mailings to attract new ones. The mailings are adapted for the language regions and tested in alternative variants, such as regionally adapted content and visuals.

Making immediate need tangible

The individual mailings focus on different thematic and seasonal issues, with the worry barometer of the emergency number 147 serving as a gauge of which problems children and young people are most pressing. The mailing subjects designed by evoq depict individual crisis situations of young people with strong images. The deliberately simple visual language reinforces the impression of pragmatic and direct help. Potential donors are thus made aware of the issue and the "Reason Why" is presented in an authentic and emotional way.

In individual mailings, give-aways are used to recruit new donors. Attention is paid to meaningfulness, conspicuousness, but also to sustainable production and origin. The small gift should give pleasure, create added value and not confuse or even annoy.

Fact-based communication and call to action

In the wording, great care is taken to ensure that all statements are in line with the statistical facts and that no blame is apportioned. Readers are always invited to help directly. So-called "trades" show examples of what can be achieved with donations.