- The creation of sympathy for the subject of the charity (use of facts and stats)
- The creation of empathy for the subject of the charity (Use of images - how would you feel if you were in their shoes)
- Shock - make you feel that you have to contribute to the charitable cause (Disturbing images)
- Charity name/logo
- Slogan
- Image of victim maybe isolated
- Sombre mode of address
- use of colour
- colour associated with brand
- Web address
- Invitation to interact with company/donate
- Message will be text/image based
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