Share a light - Chraity Organisation
This project is a fictional campaign designed to support the third European sustainability goal: "Good Health and Well-being." With 2.2 billion people worldwide affected by visual impairment, access to glasses and eye surgery remains limited in many African countries compared to industrialized nations. The campaign, "Share a Light," operates under the slogan, "With your sight, you can give people a future with light." It is a collaborative effort between the charity organization "Light for the World" and the German eyewear company "Fielmann." The goal is to provide people in developing countries with the same access to eye care that those in Europe enjoy. Through this initiative, every Fielmann customer can make a small donation, giving those in need a chance for a brighter future with improved vision.
For this campaign, a comprehensive visual identity and an array of marketing materials were created. These included posters, flyers, displays, newspaper articles, online marketing, and a TV spot. Additionally, a detailed media and marketing communication strategy was developed to ensure effective outreach and engagement.
Share a light
The World Health Organization (WHO) estimates that at least 2.2 billion people worldwide have a visual impairment, of whom 1.7 billion have low vision and 300 million are blind. Ninety percent of all blind and visually disabled people live in middle- and low-income countries and have only limited access to help (Cunningham, 2001). Four out of five cases of blindness could be avoided if all people received adequate medical care (licht-für-die-welt, 2017). „Licht für die Welt“ (eng. light for the world) is an independent Austrian organization, founded in 1989. Their mission is to save eyesight and enable people with disabilities to have a self-determined future. Their main focus of work is in Africa (licht-für-die-welt, 2017). Together with the European market leader of eyewear and optical stores „Fielmann“ a campaign is going to be launched to raise money for people in Africa with visual impairment. The „Fielmann AG“ has an overall market share of 21% in the market of consumer ophthalmic optics. Fielmann has over 700 stores in Europe and a yearly total revenue of 1.55 Million € (Jullien, 2017). According to recent studies, 2 of 3 people are wearing either glasses or contact lenses. Only in Germany, there are 41,1 million people with glasses with increasing tendency. The biggest incline can be seen in the age between 20 - 30 years (Kruschinski, 2020). Now „Fielmann“ will start a campaign where customers – who buy something in the store – will be asked at checkout if they want to donate € 10 to the organization „Licht für die Welt“ to give people in Africa the same possibilities people can easily afford in Europe. Customers can now help to reduce visual impairment and blindness worldwide.
Visual Identidy
