Orbis; Trachoma appeal

Key thought:

‘Going door to door can save sight – and that includes the donor’s door.’

I worked with Click Creative to deliver concepts and copy for a warm appeal, encouraging Orbis Flying Hospital donors to support the charity’s wider work, in this case trachoma prevention.

The chosen concept – ‘door to door’ – conveyed the nature of this painful and blinding eye condition, which moves from person to person (and home to home), as well as the steps Orbis was taking during the Covid-19 pandemic; literally going door-to-door to ensure that no one missed out on preventative treatment during lockdown.

This message was supplemented by a visual demonstration of the charity’s achievements over time in Ethiopia – with a map turning from red to green in 24 districts where trachoma has now been eliminated. Together with authentic from-the-ground reporting and powerful case study content, this pack made a persuasive case for the impact the supporter’s donation could make and outperformed the client’s targets by quite some distance: