There is a very good discussion of an excellent advertising campaign by Tom Albrigton at ABC Copywriting.
My only added comment would relate to the Medium used. A HAND WRITTEN poster. Marshall McLuhan said “The medium is the message” meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived. The simple hand written poster has a greater impact that a professional looking poster would.
The the person who wrote this poster has a problem that is common, and posters are a common way of appealing for help. Recently a large area of Launceston was papered with hundreds of laminated, professional looking colour posters about a lost or stolen dog, and offering a $5000 reward.
This poster is, for me, more effective. It is not just the message, that is discussed in detail in this post. The format, or medium contributes a powerful message itself.
Update: Tom advises that Merlin has been safely returned to his
owner – sorry cats don’t have owners, they have STAFF.