What we were asked to do
Develop an urgent direct mail pack highlighting the critical need for eye care within the Rohingya community in Cox’s Bazar, Bangladesh. Many Rohingya refugees have never had access to eye care, making their situation even more dire. These refugees already endure harsh living conditions and numerous daily challenges, and the risk of sight loss further exacerbates their hardships.
What we did
The primary case study for this appeal focused on Shahed, who was born blind. Thanks to the program at Cox’s Bazar, Shahed was diagnosed with congenital cataracts.
The outer envelope aimed to depict the challenging living conditions in Cox’s Bazar while emphasising that Shahed couldn’t even see his parents. The lift pieces underscored the urgent need for additional treatment to prevent permanent blindness. Images of Shahed and his mother were featured throughout the pack.
What they thought
The client really liked the tone and urgency as well as the case study centred design of this pack. We carried this approach forward to the summer 2023 appeal also.