The Brief

Blindness affects up to 39 million people worldwide. 90% of the blind live in third world countries. Sadly, 90% of people in developed countries usually turn away when asked for help. We had to create a unique and compelling way to connect with our audience on an emotional level to make them more likely to take positive action.

Describe how the promotion developed from concept to implementation

We created an emotional, interactive web experience called ‘Don’t Look Away’, showing through the eyes of a young boy seeing for the first time after eye surgery. Using eye detection technology on a webcam, we were able to physically demonstrate the importance of paying attention to our campaign message, and show how the simple act of ‘not looking away’ can dramatically improve a life. Once the story ended, their visit was recorded as a sign of support, which grew over time to demonstrate how their response helps us. They were then directed to take action to share with their friends and also to donate.

Describe the success of the promotion with both client and consumer including some quantifiable results

93% of people who didn't look away donated ans shared this on Facebook 27,702 in the first 2 weeks. orbisdontlookaway has helped contribute to Orbis HK $4M donations in 2013/14 which equates to 14,000 eye surgeries worldwide.

Explain why the method of promotion was most relevant to the product or service

The was relevant to the service because most people overlook charity. The strength behind this creative execution is because it demonstrates the power of a simple gesture, by using innovative technology that engaged with the viewer to make a difference and take action. Because of its originality and relevance in its category, it’s easily shared online through people and influencers, amplifying our communications.