Social Chameleon Marketing

CASE STUDY: Pro Bono Campaign

for Global Eye Care Charity


A renowned charity came to us in November wanting to implement a campaign in conjunction with World Toilet Day (WTD). Whilst the topic of the campaign was around trachoma, they wanted a fun campaign that could raise awareness around the disease to a more mainstream audience.

The campaign was particularly challenging as we had less than two weeks to design and implement the campaign ahead of WTD.

As part of our Social Chameleon: Unearthed project, we executed this campaign pro-bono.

What we did

Given the short time frame, we proposed a campaign that would be primarily executed across social media. Drawing on inspiration from other charity events such as Macmillan’s coffee mornings and ‘Movember’, we wanted to create a campaign that would allow users to participate in the campaign. We also drew inspiration from campaigns such as the ‘ALS Ice Bucket Challenge’, where we could leverage UGC to propel the growth of the campaign on socials. 

Whilst we knew that the campaign’s performance would be limited by the short time frame, we wanted to develop a campaign that could be implemented and built-on yearly. 

As a result, we created the Orbis Toilet Selfie Challenge – drawing on the well-known act of taking a selfie in the bathroom mirror and tying it in with the topic of WTD. The concept involved users taking a selfie in a bathroom mirror and tagging the charity’s social media and campaign hashtag #TrachomaToiletSelfie.

We also designed some mirror-friendly campaign stickers and partnered with independent venues across London to encourage venue visitors to also participate in the challenge.


Even with minimal time to design and execute the campaign, we achieved some strong results in a 6-week period:

→  12 Participating London Venues

→  265k+ Reach

→  7k+ Landing page clicks

→  16k+ engagements

→  Campaign coverage from MSN News (image right)

→  Campaign coverage from Business Insider.

Most importantly, the campaign gave the client confidence that this is a campaign idea that can be built on annually. 

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