What we were asked to do
Design a winter fundraising campaign to emphasise the critical need for sight-saving surgeries. The campaign should also shed light on the living conditions in Cox’s Bazar, Bangladesh, and within the Rohingya community. This initiative is vital for Orbis’s mission. In addition to offering assistance to those who have never had access to it and cannot afford it, this project targets a community with a significantly higher risk of blindness, underscoring the urgent necessity.
The efforts in Cox’s Bazar refugee camp focus on helping those in greatest need.
What we did
Using strong imagery throughout the campaign, we focused on contrasting what life would be like for Rafe if he received sight-saving surgery versus if he didn't. The lift piece included a timeline detailing his achievements following the surgery—going to school, finishing his education, and getting a job—versus the outcome without the surgery, where he wouldn't be able to see, losing all confidence and abilities to achieve.
The lift piece was a gatefold leaflet emphasising the words "preventable," "treatable," and "avoidable." It discussed the situation in Cox’s Bazar and highlighted the impact Orbis has made with donations so far.
The reminder mailer followed, which included an image of Rafe and his mother expressing thanks for choosing to help restore their son’s sight and their family’s hope.
What they thought
Our client expressed immense satisfaction with the results of the direct mail campaign, highlighting the exceptional strength of the design and imagery.