This fundraising campaign told the story of Winesi, pictured here seated, who was blind due to cataracts.
Photos were coming in daily from Malawi, which I used to tell a simple sequential story.
Photos were coming in daily from Malawi, which I used to tell a simple sequential story.
The first email included this graphic, which aimed to make the connection between Winesi’s condition and
the larger number of people that it affects (his family).
the larger number of people that it affects (his family).
The second email introduced the idea of Winesi’s cure being a ‘miracle’ and introduced the campaign brand
‘A Million Miracles’. The copy in this email invited the reader to watch the ‘miracle’ operation live. The email lead them to Twitter, where they could follow regular updates.
‘A Million Miracles’. The copy in this email invited the reader to watch the ‘miracle’ operation live. The email lead them to Twitter, where they could follow regular updates.
These smaller messages, below, led readers to live Google hangout coverage of, first, the operation and then
the reveal on the following day – when the bandages were removed. The hangout completed the journey by including links to the donation funnel.
the reveal on the following day – when the bandages were removed. The hangout completed the journey by including links to the donation funnel.
