It’s called “trachoma”.
It’s a horrendous disease. It spreads quickly through families, contracted by touch between mother and child, father and son. It causes the eyes to weep uncontrollably and, eventually, the eyelids to turn inwards. The eyelashes scratch at the eye causing painful, irreversible blindness.
It’s devastating, and it’s unfair. And Sightsavers is about to wipe it out – for good.
Sightsavers, a long-time partner of Open’s, work to eliminate avoidable blindness and promote the rights of people with disabilities around the world. In April 2018 Dr Caroline Harper, CEO of Sightsavers, took to the stage in a TED talk and asked the world “what if we eliminated one of the world’s oldest diseases?”
And with the support of some of the world’s biggest philanthropists like Richard Branson and the Gates Foundation, they’re working hard to do just that.
In Christmas 2018, Sightsavers and Open launched a big, audacious fundraising campaign – The End is in Sight. Together we developed a multi-year fundraising proposition asking supporters to be a part of a movement to, literally, make history by eliminating one of the world’s oldest diseases.
We’ll spend the next few years raising vital funds to help track down every last case of trachoma in the countries Sightsavers work, and wipe it out. The Open creative team developed a proposition and a brand bible that allow us to make the most of their amazing case studies, and, ultimately, to change the world forever.
When it came to building the brand bible, we started with a bold, yellow highlight, striking close-up imagery and an assertive tone to bring Caroline’s message home – we CAN eliminate trachoma, and we WILL.
Together we launched the campaign at Christmas 2018, surpassing targets across almost every metric and still going strong.
What’s next for the End is in Sight? Sightsavers is travelling across sub-Saharan Africa and Asia, tracking down the people most in need, delivering life-changing antibiotics, surgery and education and sharing their stories with the world. And Open is with them every step of the way!
Keep an eye on this campaign – we’re working with Sightsavers to make history, and you won’t want to miss it.