What we were asked to do
Create Orbis's Christmas fundraising appeal for warm supporters, spotlighting children's eye care in Mongolia. The challenge involves discussing Christmas in a non-celebrating country while weaving a warm, human narrative around Cybersight, Orbis's advanced training platform linking eye care professionals globally.
What we did
Our creative concept, "Under the Same Stars," evoked empathy for children in both the UK and wintery Mongolia. Accompanied by a cut-out star for supporters' children, it emphasized universal emotions tied to Christmas and winter. Sarnai's story highlighted the challenges faced by nomadic families, illustrating the urgent need for funds to ensure access to specialized eye care. The campaign showcased Cybersight's global impact, aligning with Orbis's brand proposition, "Eye Care Everywhere." The reminder mailer featured a stripped-back design, conveying a sense of urgency with the copy line "It's not too late."
What they thought about it
" As with so many Christmas appeals in 2022, we faced the twin challenges of Royal Mail strikes and the cost-of-living crisis. However, at the time of writing, we were still on track to meet the revised down ROI target.”
