‘Don’t Look Away’, is an interactive experience so people can be emotionally moved to take action and share our message. Using eye detection technology on webcams, we demonstrated how the simple act of ‘not looking away’ can dramatically change lives. The site showed the story of a boy seeing for the first time after his eye surgery, when people didn’t look away. Each view was recorded as a sign of support, which is continually increasing.

Instead of asking them to make monetary donations, we launched a microsite to educate users and direct them to our facebook auction platform, where we asked the public to donate a piece of black item they no longer want. Any interested party can bid and purchase the donated items. Every transaction represents a piece of darkness being taken away. If any interested party didn’t want to bid or couldn’t find the item they liked, they could still donate by buying a 'Darkness-to-go' badge – another tagible embodient of the issue ORBIS fighting everyday.

93% of people who didn't look away donated and shared this on Facebook 27,702 in the first 2 weeks. orbisdontlookaway has helped contribute to Orbis HK $4M donations in 2013/14 which equates to 14,000 eye surgeries worldwide.