The email you can't see.

You know those annoying e-mails you used to get everyday with broken image icons and empty white boxes? (The noughties).

We thought we'd take advantage of them. In an effort to raise awareness of the challenges faced by blind and partially-sighted children in the UK, we sent out an e-mail with absolutely nothing in it. Recipients were unable to see any imagery, despite clicking on the familiar 'click here to view images' link. The e-mail was permanently broken. People were directed to a page on the RNIB website where they could learn more about the issues surrounding blind people and make a donation to the charity. The e-mail achieved a click through rate of over 22%.

Concept, Art Direction, Copywriting