Chantelle Pang
Jul 22, 2011

CASE STUDY: Orbis appeals to the conscience of Hong Kongers

Orbis, a leading international charity for treatment of the blind, needed to bring about a change in people's attitudes to charity in Hong Kong.

The campaign led to more than a two-fold increase in donations

Background
ORBIS is an international charity that provides sight-saving treatments to the blind. It treats underserved patients in developing countries by having volunteer pilots and doctors to fly around the world on a modified DC-10 aircraft, the “flying eye hospital”.

Among many prosperous countries, Hong Kong is seen as a difficult market for charities to affect behavioural change.

Aim
The campaign set out to reposition ORBIS as...

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