Creative Execution

Instead of asking them to make monetary donations, we launched a microsite to educate users and direct them to our facebook auction platform, where we asked the public to donate a piece of black item they no longer want. Any interested party can bid and purchase the donated items. Every transaction represents a piece of darkness being taken away. If any interested party didn’t want to bid or couldn’t find the item they liked, they could still donate by buying a “Darkness-to-go” badge – another tagible embodient of the issue ORBIS fighting everyday.

The campaign quickly caught the public’s imagination. Journalists and bloggers embraced the idea, making it the feature of numerous write-ups online and offline, generating US$155K worth of media from a US$32K media investment. From the 23,114 transactions from digital auction and selling of pins, a total US$534K donations was raised, despite the slow sector growth in donation this year (2.65%). we’ve also achieved a 9.76% growth on average donations per donor compared to last year, increased donations 3.7 times faster than the overall category. The total donations were able to support over 14,000 sight-saving treatments world-wide.

ORBIS are an international charity on a mission to eradicate curable blindness around the world. In anticipation of World Sight Day on October 10th, we launched a campaign in Hong Kong to raise much needed funds for ORBIS, targeting the entire Hong Kong donating public – anyone with eyes and heart. We turned the colour BLACK into a tangible embodiment of the issue that ORBIS are fighting everyday – curable blindness. Taking a piece of black away represents taking darkness away for those who lives life in darkness and keep them away from the daily dangers they could have run into. The donating public includes both existing donors and potential new donors. To leverage the support of our existing donors, we developed a digital auction programme on Facebook, allowing them to donate, buy and prompt friends to do the same.