What we were asked to do
Introduce Orbis' groundbreaking "eye care everywhere" brand in a compelling Christmas direct mail appeal. Urgent and uplifting, this campaign leverages matched-funding, urging recipients to support global eye care initiatives during the festive season.
What we did
We gave Orbis's brand proposition a festive twist, framing it as a Christmas wish to highlight the organisation's ambitious goals and the tangible impact of supporter donations on those with avoidable eye conditions. Our visuals feature heartwarming, inclusive photography, radiating reflection, empathy, and optimism. A playful bauble graphic echoes the 'double your donations' message. The reminder mailer takes a no-nonsense approach with a stripped-back look, urging action with the straightforward line, 'It's not too late.' Your contributions can truly make a difference – let's spread the holiday spirit and transform lives together.
What they thought
Despite significant staff shortages at Royal Mail caused by a Covid outbreak, the primary appeal narrowly missed its revenue goal. However, the reminder surpassed expectations, exceeding the target by over 40%. Delighted by this success, the generous matched-funding donor contributed an additional £100k, further amplifying the positive impact of the campaign.
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