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Donate

The ad appears on two consecutive facing pages of the magazine. The first page shows a cute smiling girl. The second page has the photograph of an old woman. When the reader turns the page, he/she realises that the girls eyes are actually the old woman’s eyes. He/she also sees the message, “Donate” and the logo of the National Association for the Blind (NAB) in the second page. Thus driving home the point in a very simple, endearing and effective manner.

Agency: DDB Mudra, India
Creative Directors: Rajeev Raja and Nilanjan Dasgupta
Art Director: Jeetendra Sangurdekar
Copywriter: Faraz Alam
Illustrator: Jeetendra Sangurdekar
Photographer: Avadhut Hembade

Brand name: National Association for the blind (NAB)
Generic name/category: Public service, fund raiser
Company: National Association for the blind (NAB)
Country/Market: India, Asia
Indication(s)/use: Blindness
Target: Consumers (DTC)
Tagline: Donate.
Medium: Print ad
Size/duration: two consecutive right-hand pages
Publication/Aired: August 2009