Three minutes. That's the window where an AED can save a life. The difference between a 74% survival rate and a much grimmer number.

We built those three minutes into the mailer itself. Open it, and a live LCD timer starts counting down. Three minutes feels like nothing when you're reading about cardiac arrest and watching it disappear in real time. The timer turns a statistic into a feeling, which is exactly what a direct mail piece is supposed to do.