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Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Digital / 2015

The Leontinka Foundation is a programme that aims to help young people with visual impairments. To raise awareness of the foundation among affluent young Czechs, the Leontinka Foundation needed an approach that differed from traditional advertising. So, with the help of an ophthalmologist, Ogilvy & Mather Prague created five unique Instagram filters, each representing a different eye disease. On World Sight Day 2014, the filters were applied to popular images on Instagram and posted, along with personal messages from patients and the hashtag #MymaOcima (#ThroughMyEyes). Direct links let viewers donate and visit a gallery microsite to read the patients' stories.

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