Amnesty International
Turning away is not an option
The question was how to write a series of press ads that were hard-hitting enough to elicit donations without making the reader turn away? The answer was to create ad copy that worked on two levels:
1. The abridged read headline - strong enough to make people give without the need to read on.
2. The whole story body copy - giving people more detail if they feel they can connect on a deeper level.
