The Fred Hollows Foundation has a very clear goal: putting an end to avoidable blindness in developing countries.
We were briefed to develop two concurrent campaigns with the same visual feel yet different messaging to determine which message resonated with their intended audience.
I developed two messages, the first with a 'direct donate' CTA and the second with a 'learn more' CTA.
Both campaigns were successful with the 'direct donate' CTA slightly outperforming the 'learn more' campaign.
MY INVOLVEMENT:
- CAMPAIGN CONCEPT & DEVELOPMENT
- ART DIRECTION
- COPYWRITING
AGENCY: CREATIVE BREEZE