“A staggering 24 million of us have a family member or close friend who has been affected by dementia. Increasing participation in our groundbreaking research studies and raising funds to support this exploration is vital to an organisation like ours, which receives no government funding and relies on the generosity of the public. Brevity struck the right balance between informative and emotive with this direct mail piece, enabling us to reach a wider audience and continue the world-class, life-changing work that we’re known for.”