There are 39 million people in the world who are unable to see. They cannot experience love at first sight, art, smiles, colors, nature or any other form of beauty. They can, however be able to enjoy the gift of sight, with the help of the healthy eyed population. People who are able to see can pass on their ability, after they've deceased, by simply signing up to the eye donation bank and allowing to transfer their eyes to the blind, after they've passed.
Yet, most people choose not to do so as they can't imagine what it means to not be able to see. They therefore don't take the time to sign up for eye donation.
This campaign targets a wide population of people who fully enjoy the ability to see - Instagram users.
1 billion pictures are uploaded daily to Instagram by people who wish to share the beauty they're experiencing.
They do this on Instagram as The app motivates users to search for beauty and spread it for others to enjoy. It makes them aware of their surroundings and enables them to share it with their followers.
This is the perfect target audience as they highly appreciate the ability to share sight.
