Medical Aid for Palestinians has hailed the success of its first insert campaign, which requested monthly donations to provide medical relief to the Israeli-occupied territories.
Catalyst created the insert, which featured three times in The Guardian and The Observer last October and November. "The plight of the Palestinians is so apparent that a very straightforward approach was taken with the creative," said John Barraclough, creative director at Catalyst.
The cover read: "Special Appeal for the Palestinian People". Inside, the leaflet contained stark facts such as "one-third of Palestinian children under five suffer from chronic malnutrition". The facing page highlighted the charity's solutions with brief descriptions of its main programmes.
"We received a 1.3 return on investment. I'm delighted with the results, particularly the take-up of regular giving from cold donors," said Sylvia Ward, MAP's head of fundraising. She said that the campaign would appear in other newspapers by March.