Trachoma is a disease that causes eyelashes to turn inward and scratch the clear part of the eye. The result is severe pain and, if left untreated, blindness. This campaign invited donors to empathise with our case study Semira. It used vivid descriptions and imagery of trachoma. Our appeal encouraged donors to imagine what it feels like to live with trachoma. Both the physical pain of the disease and the possibility of going permanently blind.