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execution win you measurably greater returns and better results.
Royal New Zealand Foundation of the Blind
Blind Week 2009 “Molly’s Blind Week”
The infectious joy of a child’s exuberance makes Blind Week more personal than ever before, by naming it ‘Molly’s Blind Week’ after an adorable 5-year old born blind.
Results:
- With no street collection or television, the campaign of inserts, print advertising, unaddressed and direct mail had to make up for an army of volunteers with buckets.
- Close-ups of Molly touched New Zealanders’ hearts, meeting the challenge target of half a million dollars in donations.
The Story:
We know this audience responds better to personal stories than big pictures. So we took an established Blind Week campaign of volunteers with buckets and put it all in the hands of one little girl.
‘Molly’s Blind Week’ was a simple, direct and personal look at the difference you can make during Blind Week. Close-ups of Molly - even with eye contact where appropriate - combined with the very real challenges she faces as she starts school, made this the most personal Blind Week ever.
