What we were asked to do
Create a Christmas direct mail fundraising pack for warm supporters, followed by a reminder appeal.
Orbis's Christmas appeal is their biggest fundraising campaign of the year, aiming to raise money to end avoidable sight loss. They wanted to focus on a topic that was both impactful and current, knowing it would resonate with their supporters. Since their summer appeal focused on trachoma, it was essential to present a compelling and distinct reason to donate now, adding a sense of new urgency.
What we did
The creative concept "No child should spend Christmas in the dark" powerfully conveyed the story of children who couldn't enjoy sunlight or bright festive lights. This stark comparison highlighted the joy of holiday lights against the backdrop of these children's struggles.
Wondimu's story underscored the urgent need for clean water and the importance of hygiene and sanitation, as all four of his children showed signs of trachoma.
The reminder appeal featured a scaled-down version of the main message, emphasising the immediate need to act in order to protect twice as many children from trachoma. We also included a postcard with an image of Jemal and his children, expressing gratitude to supporters for helping protect his son's sight.
What they thought
The client was thrilled with the final copy and creative output whilst achieving their target for the appeal. Alongside this the project was completed in an efficient manner in during a very busy period.
