Ogilvy & Mather Hong Kong was briefed to create a fundraising campaign for ORBIS, an international charity operating a modified aircraft as a mobile eye hospital to treat patients in developing countries. The resulting Through Their Eyes campaign helped people experience a visual impairment first hand. ORBIS pin badges, the organisation’s primary fundraising channel, were redesigned as a series of hand-held lenses which mimic the effect of different visual impairments. Visually-distorted print work which ran in out-of-home media supported the pin sales. In addition, an ORBIS mobile app distorted the image created by the phone camera.
The pro bono campaign, which won a Cannes Lion and Effie Award, has generated HK$4.1 million of media coverage and resulted in HK$1.8 million in donations, up 34% from the previous year.