Brief Description: Describes the small press campaign for Amnesty International. Objective: raise awareness of what the charity did and recruit new members in a competitive sector as well as solicit funds. Media: press. Results: new members definitely recruited due to the advertising – evident by coupon returns. Short-term payback from the advertising is estimated, also long-term profitability (income stream from new members); ---(TAGS)--- Full Title: Amnesty International - Value for money in charity advertising: Advertising for Amnesty International 1988 - 90; Number: 1990/306; Brand: Amnesty International; Client: Amnesty International; Product Category: Charities (All Charities); Agency: BMP DDB Needham; Author: John Grant and Les Binet; Prize Winners: Second Prize; (Adworks ref: Advertising Works 6)