Orbis UK
Stories of brighter futures
Brief
Produce a suite of print ad templates for audiences new to Orbis
Challenge
Capture the emotional power of the change Orbis makes in people’s lives, while at the same time explaining who Orbis is and what it does – all in low-dwell-time formats. These templates were to be provided ready to use for a variety of campaigns.
Solution
We organised the suite around brand and fundraising executions – though all of them invited the reader to discover more about this remarkable organisation.
With the brand ads, we homed in on two of the most visual and immediate of the charity’s stories – the unique Orbis Flying Eye Hospital and the startling images of children pre- and post- cataract surgery. And with the fundraising ads, we also focused on child cataracts, coupled with powerful statistics and a direct ask.
Across the suite, we introduced Orbis’s unique place in the fields of ophthalmology and aviation. We also used language and photography to convey hope, dignity and expertise.
Result
£5m raised in the first six months and a 123% increase in donations in the first year.
£5m raised in the first six months and a 123% increase in donations in the first year.
