Orbis
Turning a monthly donation into something people could instantly understand.
The Brief
Orbis wanted to develop a new regular giving product that could recruit new monthly donors through cold acquisition. The opportunity was clear. Just £10 a month could fund three sight-saving operations every year.
The challenge was to build a proposition that made that impact feel immediate, tangible and easy to understand.
The Work
The first step was understanding who we were talking to and why they might give.
We reviewed supporter data, explored audience motivations and immersed ourselves in the work Orbis does around the world. The insight was simple: people are far more likely to commit to a monthly donation when they can clearly picture the difference it makes. That became the foundation of the proposition.
Rather than asking people to donate to a cause, we asked them to fund sight-saving operations. A simple shift that turned an abstract monthly gift into a real, measurable outcome.
As Creative Director, I led the strategic thinking and creative direction, working with a trusted network of designers and digital specialists to develop a distinctive campaign identity that worked as both a memorable brand and a compelling call to action.
Together, we created a fresh visual identity that felt modern and impactful while remaining true to the Orbis brand. We also developed a suite of acquisition assets across paid media, adapting the messaging and creative for different audiences to maximise relevance and performance.
Results
The campaign gave Orbis a clear, distinctive regular giving proposition built around one powerful truth:
£10 a month doesn't just donate. It restores sight.
It gave supporters a simple, tangible reason to give every month and provided Orbis with a strong platform for recruiting new regular donors.