What we were asked to do
Our task was to develop an idea that would appeal to two distinct demographics: Orbis supporters, predominantly older individuals with an interest in detailed information about ophthalmology, and a new, broader audience characterised by a younger, family-oriented demographic and Saturday night television enthusiasts.
Additionally, we aimed to create a compelling fundraising call-to-action, emphasising a sense of urgency while maintaining a focus on positive outcomes rather than resorting to emotionally charged narratives.
What we did
'First Times,' campaign blended summer vibes, nostalgia, and the charm of childhood.
We stirred memories, asking supporters about their or their kids' first plane ride. Drawing parallels with the excitement, apprehension, and hope of a maiden visit to Orbis Flying Eye Hospital added a poignant touch.
We crafted a visual storyline borrowing from the world of holiday plane travel – tickets, postcards, luggage, and those classic holiday snaps. It wasn't just a story; it was a global journey of saving sight and introducing cutting-edge eye care tech. And who could forget Seymour, the trusty Orbis bear, guiding every child through their surgery?
For the newbies in our audience, we went all digital – microsite and social assets making waves. Meanwhile, Orbis's seasoned supporters received a full-blown direct mail pack, complete with a vintage 1982 postcard, a nod to Orbis's humble beginnings.
What they thought
"We think it looks really fresh and warm and we’re excited to see it live. Well done to everyone for pulling together to get this out of the doors a day early despite setbacks"
Lucy Warnes - Fundraising Manager - Orbis UK
