TOUCHING WORDS

TitleTOUCHING WORDS
BrandEYEBANK FOUNDATION OF THE PHILIPPINES
Product / ServiceEYEBANK FOUNDATION OF THE PHILIPPINES
CategoryA01. Mailings
EntrantTBWA\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

Credits

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 Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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.