A story of fundraising, Mongolia and a very special goat


Produce the flagship Christmas direct mail fundraising appeal for Orbis warm supporters, focusing on children’s eye care in Mongolia.


Talking about Christmas with a focus on a country that doesn’t celebrate Christmas. We also needed to tell a warm, human story about technology – in this case, Cybersight, Orbis’s cutting-edge training platform that connects eye care professionals worldwide.


Our creative brought to life universally felt empathy around feelings towards children and – Christmas in the UK and winter in Mongolia. We called it ‘Under the same stars’ and included a cut-out star engagement piece for supporters’ children to colour in and keep.

Sarnai, the subject of our main story, had already received surgery on a rare tumour on her eyelid. But, as a part of a nomadic family living in rural areas, accessing the specialist treatment she needed was challenging.

We expressed the urgent need for funds by showing how so many children around the world living similar lives are not so fortunate. And we communicated Orbis’s brand proposition, Eye Care Everywhere, through the prism of the global access that Cybersight provides.

Then for the reminder mailer, we stripped the visual look and feel right back to convey an urgent, no-time-to-lose impression with the simple copy line ‘It’s not too late’.


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.

DM letter opened and waiting to be filled out
Diy Christmas star design
An engagement piece was included in the pack to colour and cut out
A reminder campaign followed up the appeal
Similar designs, but simpler

Sarnai, the subject of our main story, had already received surgery on a rare tumour on her eyelid.

Happy Mongolian girl with goat in yellow jacket

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