‘DON’T LOOK AWAY’ is an interactive microsite. Using the webcam, the site detects eye movement. When the user looks at our site, the black screen (blindness) will disappear and fade to reveal a compelling story of a young boy seeing for the first time after eye surgery. If they look away, the black fades back onto the screen again. It demonstrates the power of mass awareness can change people’s lives. At the end, people are encouraged to share this to spread the message and also to make a donation.

Launched in early 2014, orbisdontlookaway.org has been viewed and shared thousands of times, helping Orbis raise HK$14 million in donations, which equates to 14,000 eye procedures worldwide.