How to draw the line

How to make a printed annual report interactive

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The Center for Reproductive Rights fights to secure laws that protect individuals’ and families’ abilities to make reproductive decisions without government interference. The Center launched the interactive Draw the Line campaign to allow people from all walks of life to speak out against restrictive laws.

I was approached to design the Center’s annual report to showcase the success of the DtL campaign. The Center wanted to invite donors to participate, but not simply send them to the website. But how could they interact with a printed report?

The solution

To invite donors and stakeholders to participate and Draw the Line, the report cover contained a perforated card that could be filled in and mailed to the Center. A red line with text indicating how and why the Center had fought for reproductive rights ran throughout the interior of the report.

The end result

A large number of donors responded positively and returned cards with stories and their reasons for drawing the line. Donors were excited to be able to participate in the campaign.