The Mexican Red Cross wanted to raise awareness among the Mexican people of the importance of donating their corneas. Corneal transplantation is the most practiced transplant procedure in the country. We decided to address this subject with magazine inserts embossed in Braille. The ads featured the old before and after concept with a small sensorial twist: the word ‘before’ was written in Braille. This made people pause and really consider corneal donation.
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