Halifax-based Canadian Sea Turtle Network has launched a direct mail effort that aims to help save the leatherback sea turtle, a critically endangered species.

The piece from Target in St. John’s was developed to coincide with an article in the May 2009 edition of National Geographic which covered the CSTN’s efforts to save the endangered leatherback sea turtle.

Each mailer included a copy of the magazine encased in a real, green fisherman’s net, said Noel O’Dea, Target’s president and director of strategic and creative planning.

A personalized handwritten note from Kathleen Martin, executive director, Canadian Sea Turtle Network (and former Marketing correspondent) was placed under the net, with a CSTN business card marking the article.

Recipients had to cut the net to read the magazine and the note.

The piece was sent across North America to key bloggers and journalists with environmental and conservation backgrounds that the agency felt had the “best influence with their audiences,” said O’Dea.

“We wanted to differentiate it from everything else that landed in their ‘in’ tray,” he said. “It’s differentiated in every way, not only their shape, size and weight, but they actually have to free the magazine, which is relevant with what the CSTN is working to do.”

Public service announcements and posters will launch later this summer. The posters will run in fishing communities, school and at various events.

The Network launched FreeTheLeatherBack.com in April to promote the charity and invite donations.