The Mexican Red Cross wanted to bring awareness among the Mexican population about the importance of donating their corneas, the most practiced transplant procedure in the country.

We decided to address this subject with postcards which would be embossed in Braille. The ads featured the old Before-After concept with a small sensorial twist: the word “Before” was written in Braille making people give it a second thought and really considering corneal donation.

There’s little possible evidence about the effectiveness of a postcard, however there is a reported increase of organ donation formats that were given away by National Transplant Center personnel at specific Red Cross clinics in which posters were widely placed.