What we were asked to do
Create the annual Christmas mailer addressing the critical issues affecting eye health provision in South East Bangladesh due to the impact of the coronavirus. Emphasise the urgency of the situation and highlight a matched donation request as a key component of the campaign.
What we did
Completed for Christmas 2020, our campaign fused Orbis's essence with the holiday spirit, focusing on family, togetherness, and timeliness. Biswajit, an Orbis eye care worker who bravely continued his work despite losing his wife to COVID-19, became the authentic voice of our letter. His story provided a moving context for two beneficiary stories in the lift, seamlessly incorporating a matched funding message and Christmas theme through a recurring motif of a pair of baubles.
What they thought
Opting to showcase Biswajit's story instead of a beneficiary's was a daring choice, but we're delighted to report that it resonated exceptionally well with Orbis supporters, tapping into their imagination and instinct to contribute.
With ongoing results, the primary mailer has surpassed its income target by over 50%, and the reminder has surpassed expectations by more than 150%.
