Discovery Eye Foundation

The Discovery Eye Foundation supports optical research and provides eye care for people in need. The organization wanted to launch a new ad campaign to encourage donations.

To send a straightforward message, the designer applied a simple strategy. Each campaign features a tightly framed portrait; each person’s eyes are edited from the shot. Beneath the haunting images, a call to action spurs onlookers to go online and donate to the Discovery Eye Foundation.

Three different age demographics are represented in the campaign: a small boy, an adolescent woman, and an elderly man. The varied demographic makes the campaign more relatable; the diversity also allows an individual to experience the campaign more than once.