EVERY CENT COUNTS
The Orbis badge campaign is one of the key donation sources for this effort. Coinciding with World Sight Day, each year, the challenge is to create a series of badges and a campaign that capture people’s attention, imaginations and generous donations.
As the badges are sold for HK$100 (or more if the donor is feeling particularly generous), the reoccurring question each year is - How do we create a token worthy of their significant donation?
THIS YEAR WE TOOK A BIG RISK
We put our faith in human kindness.
We figured that deep down people are willing to donate generously to a worthy cause, no matter the physical rewards.
We bet that if the public understood the value of their donation and how much it would mean to Orbis, they would be more than willing to buy an badge…
… almost regardless of the badge itself.
WE DECIDED TO GO SMALL
We figured if we made our badges smaller, we could:
- Make a big statement about how much we needed donations
- Reduce the production costs for greater profits
- Cut down on materials for production, packaging etc.
- Create something cute, original and collectable (people may buy more!)
RECORD SALES
The public and corporate donors responded in a big way. The appeal of the tiny badges coupled with the honest, need every cent message, led to record sales with many people making multiple purchases.
Record numbers also donated over the base asking price of HK$100 per badge. All in all this created an 18.8% increase in donation from the previous year. Proving that something so small can make a big difference. And that the people of Hong Kong have huge hearts.
Advertiser: Orbis Hong Kong
Creative Agency: Anonymous
Awards:
MARKies Awards 2017 - Best Use of Budget (Gold)