Orbis International, the non-profit charity that is dedicated to saving sight and ending avoidable blindness worldwide has embarked on a new project, called ‘Don’t Look Away’. Through an interactive web experience, the project creates an emotional connection with the audience by inviting them to share the experience of a young child seeing for the first time. The agency behind the campaign is Ogilvy & Mather Hong Kong.
Ogilvy uses eye detection technology via a webcam to encourage audiences to pay attention to the issue the campaign raises. When the user looks away, the screen turns black. When the user makes eye contact with the screen the darkness disappears and the film continues playing, allowing them to see the world from the child’s perspective. After watching the film, users are invited to make a donation to Orbis or to share the site across social media platforms.
Blindness affects up to 39 million people worldwide, with 90 per cent of these living in third world countries. Orbis, the world’s only flying eye hospital, reports that 90 per cent of the people they approach turn away when asked for help. Ogilvy’s challenge was to create a platform for Orbis that would connect with audiences in a meaningful way and result in real, measurable action.
‘Don’t Look Away’ has recorded positive results so far, with over 93,000 views since going live. The campaign builds on the success of Ogilvy’s previous work for Orbis, ‘Trade Away Darkness’, which generated HKD 4 million for the charity and covered the cost of 14000 eye operations.
“Many of us living in the developed world turn away when asked for help. We created this campaign to demonstrate how the simple act of not looking away can make the difference between being aware or ignorant of an important issue, and the impact this can have on a person’s life,” said John Koay, Creative Director, Ogilvy & Mather Hong Kong.
“We have a very positive, long-term relationship with Ogilvy and trust their strategic vision completely. We have no doubts that ‘Don’t Look Away’ will generate the same level of success and support for Orbis as previous campaigns,” said Venus Yeung, Director of Communications, Orbis Hong Kong.