The Eye Bank Foundation of the Philippines restores sight to blind individuals by making corneas accessible to patients. But pledges do not come easy as Filipinos are not very open to organ donation. Eye Bank needed to find a way for potential donors to become intimately connected to their future beneficiaries.
Touching Words is a DIY Braille greeting card that gave people who could see the experience of being blind, of having to feel for words rather than read them. The card bridged the gap between donor and beneficiary. It had special die-cut flaps that could be raised to emulate the Braille alphabet. An instruction card was also included to allow even those who are unfamiliar with the system to write a tactile message; so more Filipinos could empathize with the plight of the blind and increase the number of cornea pledges.​​​​​​​
After the card was handed out, donor pledges increased by 48% compared to the last quarter of 2010. There was also a surge in calls and inquiries as more people became aware that they could be part of the miracle of giving sight to the blind.
Watch the case video:
Client: The Eye Bank of the Philippines
Agency: TBWA\Santiago Mangada Puno
ECD: Melvin Mangada
CD: Joey David-Tiempo
Associate Creative Director: Ali Silao
Art Director: Ali Silao
Copywriter: Joey David-Tiempo
Client Service Director: Portia Catuira
Print Producter: Dennis Carlos
Final Artist: Romar Quiroz
Clio Awards 2012: Bronze / Design Direct Mail
Adfest 2012: Bronze / Direct Mail
Adfest 2012: Shortilist / Design Direct Mail
Adobo Design Awards 2012: Finalist / 3D Design
Adobo Magazine: Ad of the Month April 2013


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