Ogilvy HK launches new Orbis interactive web experience
6 June, 2014
— Ogilvy & Mather Hong Kong has launched an interactive web experience for Orbis International, the non-profit charity that is dedicated to saving sight and ending avoidable blindness worldwide. 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.
Blindness affects up to 39 million people worldwide, with 90% of those people living in third world countries. Orbis, the world’s only flying eye hospital, 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.
‘Don’t Look Away’ 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.”
About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. In 2012, O&M was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effies Global Effectiveness Index. The company is comprised of industry leading units in all of the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com
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Orbis prevents and treats blindness through hands-on training, public health education, improved access to quality eye care, advocacy and partnerships with local health care organizations. By building long-term capabilities, Orbis helps its partner institutions take action to reach a state where they can provide, on their own, quality eye care services that are affordable, accessible, and sustainable. To learn more about Orbis, please visit www.orbis.org.
Sarah Edwards, Ogilvy & Mather Asia Pacific
, +852 2884 8611
Anna Mugglestone, Ogilvy & Mather Group Hong Kong
+852 2884 8685