Old Parts For New
ORBIS International | Ogilvy & Mather Hong Kong | Hong Kong | 51.6 points
ORBIS, an international charity for the blind, helps people around the world with a "flying eye hospital" – allowing doctors to reach remote places and help people with vision problems.
To raise donations and awareness, this campaign dramatised the need for supporters to supply the flying hospital – a DC-10 plane – with new parts to keep it running.
In order to achieve this, the campaign dramatised what happens to the decommissioned parts of the aeroplane: being sent for scrap. The charity reclaimed the metal, and made it into collectable badges that were then sold to supporters.
This simple idea turned a $150,000 budget into a $6.5m profit, with high-profile PR support from celebrities. The idea will be reused to raise donations for ORBIS over the long-term, too.