Advert Analysis: On Agency

On Agency is an advertising agency, creating bold and eye-catching adverts for the not-for-profit sector, for example charities. I am looking at On Agency's emergency mailing designs, specifically the British Red Cross Emergency Appeal letter.

There is a lot of content (text) as this piece is designed to inform and direct the target audience urgently. The text is formal but easy to read, so that the wide range of audience that it's aimed for can understand it, and additionally the paragraphs being broken up by the bold red text makes it even clearer. The text is bold and easy to read. It isn't in a fancy font; it's simple and gets the message out that is trying to be portrayed. The whole letter flows well as the colours and fonts are continuous, starting from the British Red Cross logo. There isn't much in terms of art in this piece as it is more factual-based and its sole purpose is to educate the audience about the British Red Cross Emergency Appeals, however there is the brand's logo, the cross, at the top of the start of the letter.

The colours are very simple but are used effectively to emphasise the key focus of the brand. Black is the main colour of the text, making up the bulk of the information, however the paragraphs have been broken down with short sentences in a bold red, making them easier to read and to capture the reader's attention. The letter would otherwise look long and too boring to read, so incorporating some colour keeps it light and engaging enough to read, as read is associated with danger and importance.

On Agency has tried to get the message out to more people by printing the appeal on the front of a C5 letter to attract the attention of the readers, adding in a Johnson Box at the top of the front page, to highlight the key point of the message (in this case, the Urgent Winter Appeal for Syria). After reading the appeal, you'll open the letter to a donation form and a FREEPOST envelope. It is a clever idea because it means that the audience is more likely to read the letter instead of throwing it away before even opening it. The branding for the British Red Cross is simple but effective, because the emblem is a visible sign of the 1949 Geneva Conventions. Furthermore, it is the emblem of the armed forces' medical services and its use is controlled by governments.

This appeal is targeted at homeowners and anyone earning a wage as it's aim is to get donations from the public and it's sent to people's houses through the post. Furthermore, it's aim is to increase awareness of the British Red Cross, which most people under the age of 16 won't really understand what it's all about.