EYE CARE HOSPITAL

DONATE TEARS

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

Black background with white text that says 'DONATE TEARS'

A campaign to talk about cornea donation made with emotional content to make people cry.

A stylized black and white flame icon with a circular element in the center.

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.

The Book of Tears

A publication featuring original, unpublished texts by Brazilian authors, printed in a special book made with tissue paper pages. The goal was to send each author a customized box of tissues. Inside was a letter inviting them to join the project and become a donor of emotional stories.

Person holding a book with a black and white close-up of a face with a large number '7' drawn on it, against a plain gray background.
Open book with Portuguese text, held by person's hands against a dark background.
A close-up of a person's hand turning the page of a book with text, on a dark background.
A person's hand holding a crumpled piece of paper with text printed on it, partially torn at the top left corner.

MSD