'Earmark.' 'Ringfence.' Words to strike fear into the hearts of fundraisers. But used carefully, earmarking can give rise to truly inspiring creative.

And so it was with ORBIS’s Zithromax pack. We had previously failed to make a generic proposition work for recruiting regular givers - but we had a feeling that a more tangible ask might work better.

After some intense brainstorming with the client we settled on ORBIS's distribution of the trachoma-preventing tablet Zithromax – and the simple, powerful ask: £1.22 a week will protect a mother and her child from trachoma in Kembata Tembaro, Ethiopia. This simple statement also allowed us to talk about the ‘bigger picture’ of ORBIS’s work – and their aim to eradicate trachoma from Ethiopia.

Crucially, ORBIS committed to earmarking the funds raised from this pack. No caveats, no get-out clauses. Just a promise to every new donor that their gift will help eradicate trachoma. Authenticity in a nutshell.

Steve and Chris, the lead creative team on ORBIS, came up with a pack that really stands out – the outer resembles a prescription packet from a pharmacist, illustrating that a monthly gift of £4.88 (or £1.22 a week) is less than a UK prescription. Inside, there are details of the distribution programme for Zithromax, some background information on trachoma, and a meeting with a mother who almost lost her sight to the disease.

The results aren’t in yet, but the pack looks great and hangs together really well. In time we’ll know if all our efforts have been in vain but our instincts are, it’s going to do the business. If not? Check back here for a public eating of humble pie.

Simon Cromey