The mailer moves away from its famous 'instruments of torture' theme by Lion and Joshua and focuses on the plight of a real prisoner, Ngawang Sangdrol.
Joel Voysey, supporter recruitment manager at Amnesty International, said: "The new creative is a return to what many people see as our core value - seeking the release of prisoners of conscience. We've asked people to send postcards to us which we will send on to the prison holding Sangdrol."
More than 170,000 mailers have been sent to cold lists. Voysey added: "Early indications are that people are responding well to the new pack. If this response continues, we may use this creative as our new banker pack for recruitment."
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