The solution was to involve the customers in this social project. For every used pair of glasses they handed in to any store, General Optica would donate €1 to the project. We sent a mailing in a translucent envelope through which one could make out the face of a little girl, but a black sticker with the message “Help us discover the look in her eyes” covering her eyes. On taking the leaflet out of the envelope, the eyes were revealed. In addition, the envelope itself served as a container to take the glasses to the store in.

With an investment of €48,000 we obtained total income of €1,910,000 with a 1,474% of return on investment. Response rate: 11.7% (sales). 118,000 glasses collected.