1 in 7 people around the world can’t reach their potential because of a lack of access to quality vision care. That's a remarkable statistic, but it's also one that hardly anyone's aware of. For OneSight on World Sight Day, motivating donor engagement with the cause meant raising awareness of an unseen crisis, then moving beyond the numbers and tapping into the emotions of the supporters we wanted activate.
OneSight is a global organization helping the world to see better, and live better. For World Sight Day 2016, their biggest fundraising event of the year, we had three goals: bringing the global vision care crisis into focus, positioning OneSight as the leader in solving it, and driving monetary contributions to the cause.
This led us to #UNBLUR. At the core of the platform is the unexpected idea of deprivation, as we let viewers experience firsthand the impact of a lack of access to vision care. But the campaign resolves this tension as well, powerfully demonstrating how clear sight empowers people to see a better future for themselves and the world—how a pair of glasses and an eye exam can #UNBLUR the things that matter most: life, love, and learning.
Working with our Collective—in this case, PR agency Citizen Relations—we activated the campaign through social feeds, blurring posts and using a combination of GIFs and video to direct people to the OneSight website, where they could learn more and make a donation in honor of World Sight Day.
Supporters are immersed in one woman’s story of a life unblurred with this striking 360 degree filmmaking. Please watch using the Chrome browser or the YouTube app for a more immersive experience.
On World Sight Day, the #unblur campaign drove over 80 million impressions on Facebook, Twitter, and Instagram alone.
Fifteen partner companies from the Luxottica family of brands supported World Sight Day by featuring #UNBLUR on their website homepages.
46% category share of voice (+7% over 2015), firmly establishing OneSight as the global leader that will solve the vision crisis
54 countries participated in the #UNBLUR World Sight Day conversation via social media
600,000+ social actions, 3x 2015 campaign results
25% engagement rate vs. 3% industry average
218mm media impressions (excluding PR) across print, digital and radio:
106 mm Twitter impressions from 13,000+ tweets; 100% brand conversation increase
125mm impressions from news, advertorial, and blogger placements
809 radio airings across 87 stations
Earned a USA Today Snapshot print feature
Social posts from 30+ influencers, including 7 Oakley-sponsored athletes
Recognition for the OneSight World Sight Day Campaign:
2017 Gold ADDY - American Advertising Awards / Rochester Advertising Federation for Return On Investment (ROI)
2017 Silver ADDY - American Advertising Awards / Rochester Advertising Federation for Public Service Integrated Campaign
2017 Silver ADDY - American Advertising Awards / Rochester Advertising Federation for the Rwanda 360 Video in Public Service Online Video