TOUCHING WORDS by Tbwa\santiago Mangada Puno for Eye Bank

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TOUCHING WORDS

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Industry Banking & Financial Services
Media Design & Branding
Market Philippines
Agency Tbwa\santiago Mangada Puno
Associate Creative Director Ali Silao
Executive Creative Director Melvin Mangada
Copywriter Joey David-Tiempo
Released December 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: EYE BANK FOUNDATION OF THE PHILIPPINES
Product/Service: EYE BANK FOUNDATION OF THE PHILIPPINES
Agency: TBWA\SANTIAGO MANGADA PUNO
Executive Creative Director: Melvin Mangada (TBWA\Santiago Mangada Puno)
Creative Director: Joey Tiempo (TBWA\Santiago Mangada Puno)
Copywriter: Joey Tiempo (TBWA\Santiago Mangada Puno)
Associate Creative Director: Ali Silao (TBWA\Santiago Mangada Puno)
Print Producer: Dennis Carlos (TBWA\Santiago Mangada Puno)
Final Artist: Romar Quiroz (TBWA\Santiago Mangada Puno)
Managing Director: Portia Catuira (TBWA\Santiago Mangada Puno)
Media placement: Direct Mailing - 500 Mailings Distributed To Potential Donors - 30 Dec 2011

Describe the brief from the client
The Eye Bank Foundation of the Philippines restores sight to blind individuals by making corneas accessible to patients. Corneas are acquired through donation. More cornea donations mean more people can be helped.

Describe the challenges and key objectives
Donor pledges do not come easily as Filipinos are not very open to organ donation.

Eye Bank needed to find a way for potential donors to become intimately connected to their future beneficiaries.

Describe how you arrived at the final design
The result was the Do-It-Yourself Braille Greeting Card: a simple tool that gave words the power to touch lives.

Special die-cut flaps can be raised to emulate the Braille alphabet. An instruction card is included to allow even those who are unfamiliar with the system to write a tactile message.

Give some indication of how successful the outcome was in the market
After the card has been handed out, donor pledges increased by 48% compared to the last quarter of 2010. There was also a surge in calls and inquiries as more people became aware that they could be part of the miracle of giving sight to the blind.