In Germany, subscribed magazines are welded in plastic bags – a perfect opportunity to demonstrate that people are still getting tortured with the simplest means: We produced an inlay showing the face of a suffocating man and put it in the welded magazine. The fact that subscribers do generally read their mags with more attention than other readers, made this special ad even more efficient.In a letter on the reverse side of the inlay the ISHR asked to donate money for the fight against human rights abuse. To keep donation uncomplicated, the ISHR’s account number and contact information were published, too.

Within the first week after publishing the inlay, the ISHR received about 125.000 € more by donations than usual. Furthermore, the click rate of their homepage increased significantly – and the awareness for the ISHR’s work rose enormously.