Creative Execution

‘DON’T LOOK AWAY’ is an interactive microsite. Using the webcam, the site detects eye movement. When the user looks at our site, the black screen (blindness) will disappear and fade to reveal a compelling story of a young boy seeing for the first time after eye surgery. If they look away, the black fades back onto the screen again. It demonstrates the power of mass awareness can change people’s lives. At the end, people are encouraged to share this to spread the message and also to make a donation.

Launched in early 2014, orbisdontlookaway.org has been viewed and shared thousands of times, helping Orbis raise HK$14M in donations, which equates to 14000 eye procedures worldwide.

INSIGHT: Blindness affects up to 39 million people worldwide. 90% of them live in third world countries. Sadly, 90% of people in developed countries turn away when asked for help. We had to create a compelling way to connect with our audience on an emotional level to make them more likely to take positive action. STRATEGY: We developed an interactive experience so people can be emotionally moved to take action and share our message. We seeded this through various channels, to maximise awareness, amplifying our message, driving people to experience our microsite. IDEA: We created an emotional, interactive web experience: ‘Don’t Look Away’, showing a boy seeing for the first time after eye surgery. Using eye detection technology on webcams, we demonstrated how the simple act of ‘not looking away’ can dramatically change lives. Each view was recorded as a sign of support, which is continually increasing.