|Title||DONATE THE GIFT OF SIGHT|
|Brand||DONATE LIFE AND LIONS EYE DONATION SERVICE|
|Product / Service||CORNEA DONATION|
|Category||A03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards|
|Entrant||JWT Melbourne , AUSTRALIA|
|Entrant Company:||JWT Melbourne, AUSTRALIA|
|Design/Advertising Agency:||JWT Melbourne, AUSTRALIA|
|Richard Muntz||JWT Melbourne||Executive Creative Director|
|Keith Nicolas||JWT Melbourne||Deputy Creative Director|
|Harsh Kapadia||JWT Melbourne||Art Director|
|Chris Andrews||JWT Melbourne||Copywriter|
|Bronwyn Kidd||Coco Productions||Photographer|
|Paulina Hryniewiecka||Visual Thing||Retoucher|
|Michael Ball||JWT Melbourne||Creative Services Manager|
|Matthew Lonergan||JWT Melbourne||Account Director|
|Emma Donaldson||JWT Melbourne||Agency Producer|
|Adam Prints||Production Company|
|Graeme Pollock||Lions Eye Donation Service||Client|
|Sun Studios Melbourne||Studio|
With minimal budget there was no possibility of using main stream media. We still needed to reach a large target market in an effective way. The objective was to promote Corneal transplants to doctors, who would in turn recommend corneal donation to their patients, since there was a personal point of contact through the practitioners. Amongst all the clutter of various pieces of communication in a doctors’ clinic, we needed a way to stand out.
The problem faced by the client was, often when people fill in the organ donors forms, they tend not to tick corneal tissue, as the focus is always on major organs and due to lack of awareness. Even though corneal tissue is the easiest organ to donate. The original client, Lions Eye Donation Service, commissioned us to promote the cause of corneal transplant.
We designed a table calendar using portraits of past corneal tissue recipients. The perfect tool for doctors to use as a conversation platform to discuss corneal transplants with their patients. Each portrait's eyes, from January to November, are die-cut. However, the portraits' eyes from December are clearly visible. All perfectly aligned, you can look through each portraits' eyes, to see someone else's. Emphasising the message of corneal transplant.
The brief started as being a communication piece for Melbourne's Lions Eye Donation service only, but soon went on to become a national communication piece through the Federal Governments Organisation – Donate Life - after we presented the idea and was tested amongst doctors. The calendar became an aid and an interesting way to initiate talk about corneal transplant. We maximized buzz by driving word of mouth from relevant influences, which are the practitioners who would educate and recommend corneal donation to their visiting patients.