We created a set of posters and displayed them at underground stations, bus shelters and on bus panels where we made it hard for people to read bus route numbers. When commuters are on the go, it’s even harder for them to decipher our messages, so they experience just how frustrating life can be for someone living with an eye disease.

The campaign was very well received and appreciated by the Hong Kong public and media. A buzz was created through different media channels, and PR activity was blogged, tweeted, and supported by popular celebrities. We smashed 2010’s results with 34% YOY growth in 2011, more than double the category’s donation income growth rate; and the campaign saved 6000 peoples’ eyesight, in just 4 months!