Project Orbis International: Through their eyes

This case study describes a fund-raising campaign in Hong Kong by ORBIS, an international charity that treats curable blindness in the developing world.

Project Orbis International: Through their eyes

Ogilvy & Mather Group Hong Kong

Advertiser: Project Orbis InternationalBrand: Project Orbis InternationalCountry: Hong Kong

Objectives

ORBIS is an international charity on a mission to eradicate curable blindness around the world. They operate a modified DC-10 aircraft, which functions as a "flying eye hospital", treating under-served patients in developing countries. Volunteer pilots and doctors fly around the world giving sight-saving treatments to those who would otherwise live their lives in darkness.

Hong Kong is a difficult market for charities to effect behavioural change. The charity sector is mature and...

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