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.

We created an emotional, interactive web experience showing a boy seeing for the first time after eye surgery. Using eye detection technology on a webcam, we were able to physically demonstrate the importance of playing 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 make a donation at the Orbis site or to share this.