EYE CARE HOSPITAL
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DONATE TEARS
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EYE CARE HOSPITAL → DONATE TEARS →
Role:
Copywriting
Deliverables:
Print, OOH, Activation
Creative Team:
Mauricio Oliveira, Lucas Bica
In Brazil, Hospital Banco de Olhos (Eye Care Hospital) is a leading reference for corneal transplantation. To maintain their tissue bank at optimal levels, they asked us to create an awareness campaign for cornea donation – something most people still don’t know much about.
INSIGHT
Crying helps keep your corneas healthy and protected by providing essential moisture. That’s the first step to become a potential donor.

IDEA
A campaign to talk about cornea donation made with emotional content to make people cry.
Print & OOH
Cornea donation isn't top of mind for most people. Few might even imagine you'd donate your whole eyes. Opting for OOH and print was an easy choice – for that, I crafted headlines to connect the concept to the importance of this type of donation, bringing the topic into focus.




