WSPA - World Society for the Protection of Animals

Romanian Bears

It’s compassion that drives charitable response, not anger. We showed the plight of tormented bears in a way that created a flood of donations, not outrage.


The Story:

Black created a direct mail pack to WSPA’s current supporters and regular givers.

The story of Romania’s tormented bears unfolds, literally, as the reader reveals the folds of the mail piece.

The creative contrast and tension between intolerable cages and WSPA’s natural sanctuary makes the reader yearn to complete the story, by sending a donation.

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