Every six minutes, someone in the UK starts to lose their sight. Moorfields Eye Charity aims to meet the challenge by raising money for breakthrough research at Moorfields Eye Hospital and worldwide. The posters aim to build new audiences through sign-ups to Moorfields’ channels. We paired the seconds of a clock with an iris and created messaging around the urgency of action on sight loss. Messages were adapted for destinations six minutes ride in either direction on the tube. Results surpassed targets, with a 777% website traffic increase, 243% social media boost, and 4,195 new contacts.
