Title | TOUCHING WORDS |
Brand | EYEBANK FOUNDATION OF THE PHILIPPINES |
Product / Service | EYEBANK FOUNDATION OF THE PHILIPPINES |
Category | A01. Mailings |
Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Entrant Company: | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
DM/Advertising Agency: | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Melvin Mangada | Tbwa\santiago Mangada Puno | Executive Creative Director |
Joey Tiempo | Tbwa\santiago Mangada Puno | Creative Director/Copywriter |
Ali Silao | Tbwa\santiago Mangada Puno | Art Director |
Dennis Carlos | Tbwa\santiago Mangada Puno | Print Producer |
Romar Quiroz | Tbwa\santiago Mangada Puno | Final Artist |
Portia Catuira | Tbwa\santiago Mangada Puno | Client Service Director |
Ali Silao | Tbwa\santiago Mangada Puno | Associate Creative Director |
The Eye Bank Foundation of the Philippines restores sight to blind individuals by making corneas accessible to patients. But pledges do not come easy as Filipinos are not very open to organ donation. Eye Bank needed to find a way for potential donors to become intimately connected to their future beneficiaries.
The Do-It-Yourself Braille Greeting Card gave people who could see the experience of being blind, of having to feel for words rather than read them. The card bridged the gap between donor and beneficiary.
The solution was a Do-It-Yourself Braille Greeting Card. It had special die-cut flaps that could be raised to emulate the Braille alphabet. An instruction card was also included to allow even those who are unfamiliar with the system to write a tactile message; so more Filipinos could empathize with the plight of the blind and increase the number of cornea pledges.
After the card was handed out, donor pledges increased by 48% compared to the last quarter of 2010. There was also a surge in calls and inquiries as more people became aware that they could be part of the miracle of giving sight to the blind.