Announcing this in a statement, the marketing communications company said that the new project, called 'Don't Look Away' creates an emotional connection with the audience by inviting them to share the experience of a young child seeing for the first time.
Ogilvy uses eye detection technology via a webcam to encourage the audience to pay attention to the important 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.
Even though blindness affects up to 39 million people worldwide (90% of those people living in third world countries), Orbis reports that 90% 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 an meaningful way and result in real, measurable action.
O&M HK said that 'Don't Look Away' campaign has recorded impressive 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 HK$4 million for the charity and covered the cost of 14 thousand eye operations.
"Many of us living in the developed world turn away when asked for help," said John Koay, Creative Director, Ogilvy & Mather Hong Kong. "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."
"We have a very positive, long-term relationship with Ogilvy and trust their strategic vision completely," said Venus Yeung, Director of Communications, Orbis Hong Kong. "We have no doubts that 'Don't Look Away' will generate the same level of success and support for Orbis as previous campaigns."