| Title | BREAK THE WALL |
| Brand | ORBIS |
| Product / Service | EYE CHARITY |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | LEO BURNETT HONG KONG, HONG KONG |
| Entrant Company: | LEO BURNETT HONG KONG, HONG KONG |
| DM/Advertising Agency: | LEO BURNETT HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Connie Lo | Leo Burnett Hong Kong | Executive Creative Director |
| Brian Ma | Leo Burnett Hong Kong | Deputy Executive Creative Director/Art Director |
| Alfred Wong | Leo Burnett Hong Kong | Creative Director/Copywriter |
| Wen Louie | Leo Burnett Hong Kong | Creative Director/Copywriter |
| Kenny Ip | Leo Burnett Hong Kong | Senior Art Director |
| Leo Yeung | Leo Burnett Hong Kong | Senior Art Director |
| Arnold Au | Leo Burnett Hong Kong | Copywriter |
| Kelvin Ngai | Leo Burnett Hong Kong | Digital Producer |
| Isa Wai | Leo Burnett Hong Kong | Agency Producer |
| Margaret Chan | Leo Burnett Hong Kong | Management Supervisor |
| Hanford Sheng | Leo Burnett Hong Kong | Brand Manager |
| Corinne Cheng | Leo Burnett Hong Kong | Brand Executive |
| Prodip Leung | Illustrator | |
| Kaon Chan | Photographer | |
| Kim Ho | Retoucher | |
| Kennedy Pang | Digital Consultant | |
| Kit Man | Kit Da Studio | Web Developer |
For 30 years, ORBIS Hong Kong has fought preventable blindness worldwide. But it's not an urgent attention-grabbing life-or-death issue, and has only attracted 1.9% of total global donations. We had to show Hong Kong's 7 million people how important and impactful their contribution could be. Like the East Germans who lived under the shadow of the Berlin Wall, 39 million blind people are held hostage by a wall of darkness. To galvanize our target, we gave them their own historical moment, their own wall to bring down.
The Berlin Wall was a huge symbol of oppression that galvanized an entire generation. By giving our audience their own historical moment to rally around, and their own wall to bring down, we gave their contribution a heightened sense of importance and achievement. This long-term donation platform breaks out of the usual donation mould by giving each participant an active role in completing ORBIS's mission, and greater motivation to donate.
At TheDarkWall.com, visitors discovered an endless wall of darkness, covered in graffiti depicting stories of pain and sorrow from the poorest regions of the world. Each visitor could take part in tearing down part of this wall, and contribute to ORBIS by making a donation. Just like Berlin, they could take away the actual piece of the wall that they broke. Each piece was individually recreated and delivered to the donor, containing a unique part of the illustration as concrete proof of an act that took place in cyberspace, but made a tangible impact in the real world.
The results so far: - Thousands broke the wall on the first day. - Number of monthly donors increased significantly compared to last year - Free media worth approximately US$100,000 earned - Celebrities took the initiative to become ORBIS Ambassadors - Hong Kong's largest fashion retail brand, I.T., designed a special cross-over collection with ORBIS to help raise funds - Contributions from the first month were enough to aid 3,066 blind people