An Integrated Spring Appeal to Tackle a Tough Topic Through Story


ChildVision Appeal Sample

ChildVision is a remarkable charity helping children in Ireland with sight loss and other complex disabilities, and advocating for their rights. With diagnoses that reach far beyond blindness, talking about what each child faces can be really difficult. But by using story to create a safe space, even the toughest and most complex topics can be tackled effectively – in this case, cortical visual impairment (CVI), and the fact that it’s on the rise in Ireland. As part of this appeal I worked to also introduce two key pieces of technology that help young people with CVI, and describe the need and urgency for funding. This, along with my design colleague Sandie Collette’s creative use of ChildVision’s mascots, Joey and his dog Boo, throughout the appeal and email, led to a solid response rate of 13.2% with donations that ranged from €10 all the way up to €5,000 (approx. $5,400).