SpecsAppeal Campaign

Sightsavers

Client

Sightsavers is an international charity working to prevent avoidable blindness, support equality for people with disabilities and advocate for change.

Audience

• Celebrities
• Public

My role

• Design lead
• Creative direction
• Stakeholder presentations
• Implementation

Brief

Create an integrated campaign identity to be rolled out across multiple touchpoints – email, print, Social Media, and website – firstly engaging with celebrities, and secondly with USA and UK audiences – in order to generate funding from the auctioned sales of the donated glasses received from the celebrities and increase brand awareness.

Approach

• Create an engaging, fun, and fresh campaign identity
• Design celebrity communication assets
• Social Media static and motion graphics
• Art direct photography of glasses
• Art direct and create a promo video
• Design eBay user flow
• Design website user flow
• Create digital assets for a consistent look and feel to work cross-platform

Campaign video

Specs appeal images of website user flows

iPad showing campaign graphics on Facebook page

Image of sunglasses and strut-card for the campaign

Results

The auction received huge support from celebrities who sent in their specs (more than 120 pairs were generously donated to the appeal), and from supporters wanting to get their hands on a special pair of glasses whilst supporting our work.

More than 50 celebrities took part, including actress Meryl Streep, Beatle Ringo Starr, pop sensations will.i.am and Rita Ora, Harry Potter stars Daniel Radcliffe, Emma Watson and Robbie Coltrane and style icons Kate Moss and Vivienne Westwood.

The auction was incredibly successful, raising over £10,000 to allow us to continue to carry out eye tests in some of the world’s poorest places and distribute glasses to those that need them.

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