1.1 billion people on the planet don’t have access to vision care. That’s 1 in every 7 people whose human potential is stunted. OneSight—the leading global vision care not-for-profit for over 25 years—needed a groundbreaking campaign to go beyond raising awareness. They needed to provoke action to help end the vision care crisis in our lifetime.
So, how do you produce a bold-enough campaign to break through the more familiar charitable causes—especially when human potential is an ordinary fact of altruism? By co-opting the aggression of martial language, we chose a battle cry that evokes the rush of a win on the horizon: Victory is in sight.