Orbis X World Sight Day
When major awareness days compete for attention, charities must find new ways to cut-through. For World Sight Day 2025, Orbis UK launched a new activation — Iris Photography — transforming images of supporters’ eyes into striking artwork that celebrates the importance of sight. More Than Content partnered with Orbis UK to develop a creator and content strategy that would amplify the activation and drive engagement across channels.
The Challenge:
Orbis UK wanted to launch iris photography as a distinctive awareness moment to help focus on an often-neglected global problem – that over 1 billion people live with avoidable vision loss. The campaign needed to create a moment that captured attention, supported Orbis’s own social channels and introduced new audiences to the organisation’s work.
The Strategy:
Iris photography provided a naturally compelling visual story. We built a creator-led activation designed to showcase the beauty of the human eye while connecting audiences to Orbis’s mission to prevent avoidable blindness.
Our approach focused on:
Creator partnerships aligned with key audiences, including lifestyle creators, people with lived experience of eye conditions and diaspora communities
A clear value exchange, offering creators their own iris photograph in return for participation and content.
High-quality visual storytelling, producing premium assets to support Orbis’s owned channels.
Targeted promotion, ensuring creators spoke directly to the audiences most likely to engage with the activation.
3. The Results:
The campaign focused on driving engagement and testing new ways of reaching audiences around a major awareness moment.
Key outcomes:
150% increase in engagement on Orbis’s owned channels, reaching a 10% engagement rate against a 4% benchmark.
77% increase in impressions, significantly outperforming campaign targets.
Validation of the iris photography activation as a value exchange, with creator content repurposed as paid advertising assets.
“We were delighted with More than Content’s support for our World Sight Day campaign. Working closely with our internal teams, More Than Content developed a content strategy that significantly outperformed targets and established a strong foundation for our future work with content creators and interactive events.”
Charlie Lewis, Deputy Director Fundraising & Communications, Orbis UK