Touching Words

A mailer that lets anyone write in Braille. 2012 • Art Direction / Concept

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: