Salmat and Zoo Republic launched an integrated campaign to raise awareness and drive donations for The Fred Hollows Foundation, an international development organisation focused on treating & preventing blindness in 25 countries globally.
The campaign is a direct mail idea that was born out of the "I Wish I'd Thought of That" Salmat Showdown, dozens of concepts were presented and Zoo Republic's #sketch4sight was judged the winner.
The concept required direct mail recipients to sketch a picture of loved one, but to do it with their eyes closed. The task aimed to highlight the challenges that people with cataracts face every minute of everyday. The recipients were encouraged to share their sketch on social media using the hastag #sketch4sight, asking their friends and family to try the same challenge, while also donating to The Fred Hollows Foundation.
Fred Hollows, Salmat and Zoo Republic worked closely together to build the concept into an integrated, targeted Letterbox Media campaign.
The resulting direct mail piece was sent to 80,000 homes nationally and monitored by Salmat's social team throught.
Nicola Stewart, Associate Director for Marketing and Fundraising at The Fred Hollows Foundation said, "We are grateful to have had the opportunity to work with Salmat on the "I Wish I'd Thought of That" campaign. To have so many creative minds focused on our brand has been incredibly insightful and rewarding. At the end of it, we have a powerful mailer going out to a highly targeted audience across Australia, which will then be amplified by social media."