Sightsavers: meeting the challenge

Challenge. To recruit new donors by explaining the need to help people in African countries who suffer from trichiasis – a disease where eyelashes grow inwards and scratch or scrape agonisingly against the cornea until all sight is lost. Sightsavers had communicated this need before and needed a fresh approach for cold recruitment.

Solution. We decided to bring home the minute-by-minute horror of this disease with a challenge: ‘Don’t blink!’ The attention-grabbing creative provokes a physical reaction, making it very memorable.

Results. Success! For example, on cash response, it beat all the new insert creatives from the previous year. And response has continued to grow.

Find out how we have helped Samaritans and the RAF Benevolent Fund with donor acquisition.