CASE STUDY: Orbis appeals to the conscience of Hong Kongers

Background
ORBIS is an international charity that provides sight-saving treatments to the blind. It treats underserved patients in developing countries by having volunteer pilots and doctors to fly around the world on a modified DC-10 aircraft, the “flying eye hospital”.

Among many prosperous countries, Hong Kong is seen as a difficult market for charities to affect behavioural change.

Aim
The campaign set out to reposition ORBIS as a top-of-mind charity in the minds of Hong Kong’s donation public, as well as recruiting new donors among younger people (those aged 18-30).

Execution
Oglivy and Mather Advertising Hong Kong was asked to support ORBIS’s annual fundraising campaign in Hong Kong with advertising and promotional services, targeting individual donors.

ORBIS used their “walk a mile in darkness” strategy to allow people to imagine what a life of darkness is and encourage donations.

The campaign was executed online via blogs and social networks. The traditional press also picked up on the story giving the campaign unprecedented media coverage in newspapers, magazines and TV.

Results
There was a 220 per cent increase in individual donations compare to the previous year. The money raised in 2010 was sufficient to subsidize 4,333 sight-saving cataract surgeries. The campaign also brought in 250 per cent more new donors than the previous year.