Orbis Hong Kong: Don't Look Away

Blindness affects up to 39 million people worldwide. 90% of the blind live in third world countries. Sadly, 90% of people in developed countries usually turn away when asked for help. Our task was to create a unique and compelling way to connect with people on an emotional level to make them more likely to take positive action Ogilvy & Mather Hong Kong created 'orbisdontlookaway.org' an emotional, interactive web experience. Using eye detection technology on a webcam, we were able to physically demonstrate the importance of paying attention to our campaign message, and show how the simple act of 'not looking away' can dramatically improve a life. When the user looked away, the screen turned black. But when the user made eye-contact with the screen, the darkness disappeared allowing users to see the world through the eyes of the patient. The viewers were then directed to either share and spread out message or to make a donation at the Orbis site.