Trachoma is agonisingly painful. With each blink, Semira’s eyelid scratches away at her cornea, slowly destroying her sight. Without medical care, she would go irreversibly blind.

In Ethiopia, almost half of the population lives with this excruciating disease. Trachoma spreads in overcrowded homes without adequate access to clean water. And when someone like Semira loses their sight, the physical agony of trachoma is replaced with the agony of blindness. In one of the poorest countries in the world. With no support for them or their family.

The custom typography and textured graphics used in this appeal gave the viewer a sense of what it might feel like to have trachoma. Key words such as "Agony" were drawn in a scratched, handwritten typographic style to reflect the excruciating scratching pain. Headlines were presented in all caps to enhance urgency. Case study images were tightly cropped to encourage donors to focus on Semira’s story and humanity.

Our team continues to deliver record-breaking results for The Fred Hollows Foundation. This campaign invited donors to make an urgent gift to the Foundation. Their donation could end the agony of trachoma for someone like Semira, before it’s too late.