• Loading…

Christian / Hindu / Parsee

Award: Wood Pencil

Wood Pencil / Direct / Writing / 2009

The strategy was to evoke sentiment and encourage people to react strongly and immediately, by pledging their eyes for donation. Each of these small ads graphically described what happens to the eyes during the last rites of dead people in different religions. Examples included when a Hindu’s body is cremated, or when a Parsee’s body is left for vultures to feed on, or when a Christian’s body is buried. The Campaign made a compelling argument in favour of eye donation; the cleverly worded coupons in these ads had a tremendous impact on the reader.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again