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BRIEF Create a big bold eyecatching concept for a new Guide Dogs campaign.
I WAS SCAR E I’D DROWN. D BUT NOW I’M
SOLUTION
FEARLESS.
Use high-visibility graphics to highlight personal stories of service users overcoming fear and reclaiming their freedom despite sight loss.
TOM, 62, MY GUIDE USER
For people with sight lo ss, every da can be frigh y and everyw tening. Supp here ort Guide D you’ll help ta ogs today an ke away the d fear for peop So they can le like Tom. dive right in to life. Text FEARLES S so more pe to 70700 to give £2 ople can br eak free fro m fear.
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Our surgical microscope is close to the end of its life.
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Give on line at www. Give by gosh.or phone g/sight call 02 savinga Or alte 0 3841 ppeal rnative 3131 (M ly give on–Fri Text EY by mob 9am–5 E ile. .30pm future <unique co ) de> telepho ne mar YES to 7012 Text EY keting 5 E contac to give £5 an future <unique co t from d rece de> to telepho GOSH ive 70 ne 12 CC marke 5 Text co ting co to give £5 st is th an ntact e dona from GO d not rece tion am ive SHCC ount, plus sta ndard networ k rate .
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Mending the tiny eyes of children and premature babies requires painstaking precision because a fraction of a millimetre can make the difference between sight and blindness. That’s why we’d be powerless without a surgical microscope.
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y Please notify the cha or full rity if home you: • addre If you Want ss. • No are a to can longe highe tax ret cel thi r pay r rate s decla urn or suffici ask HM tax payer, ration you can ent Income . • Chan Reven Tax an claim ue an d/or Ca ge your na d Custo perso Please me nal tax pit ms to return relief via al Gains Tax adjus t your Freep to . a self-a : tax cod os ssessm e. ent GOSH t Plus RSUE -RG
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Our old one has helped restore sight to thousands , but after 14 years of daily use it’s ready to retire. That’s why I’m writing today, to ask if you could you spare a gift of £XX to help us replace it.
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Saving a ba by’s sight is a race against time. You can help us win.
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When babie s have proble ms with sight, no time to wa there’s ste. Because if their eyes their brains don’t work, can’t learn to see. And any treatment can delay in mean blindne Dr Rob Henders ss for life. on My name’s Rob Consultant Oph thalmic Henderson Surgeon and I’m a spe eye surgeon cialist here at Gre at Orm Hospital (GO ond Street SH). When chi ldren are bor poor sight – n with like Monty wh o’s pictured envelope – on the it’s my job to help. And to vision I have save their to act fast. Our surgical microscope is close to the of its life. end Mending the tiny eyes of chi Faster ldren and pre babies require Surgery mature s painstaking precision bec fraction of a so doctors can ause a millimetre can save make the diff more children’s between sig erence sight ht and blindne ss. That’s wh powerless wit y we’d be hout a surgic Special Retin al microscop a Scans e. Our current one has helped so surgeons can work restore sight thousands, but with incredib to after 14 years le precision of daily use to retire. Tha it’s ready t’s why I’m wri Better ting today, to could spare ask if you a gift of promp Outcomes t1£ to help us thanks to mor replace it? Before I go on, e I want to say accurate pla nning a huge thank your past sup you for port of GOSH . We’re all so But sight is suc grateful. h a precious thing, I’m hop won’t mind if ing you I call on you r kindness onc e more.
YOUR PROMPT1£ CAN HELP FUND
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G MI C
40 Bernard Street, London WC 1N 1LE T (020) 3841 3131 gosh.org/sight savingappe al supporter.care @gosh.org
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My name’s Rob Henderson and I’m a specialist eye surgeon here at Great Ormond Street Hospital (GOSH). When children are born with poor sight – like Monty who you saw on the envelope – it’s my job to help. And to save their vision I have to act fast.
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When babies have sight problems, there’s no time to waste. Because if their eyes don’t work, their brains can’t learn to see. And any delay in treatment can mean blindness for life.
Before I go on, I’d like to say a huge thank you for your past support of GOSH. We’re all so grateful. But sight is such a precious thing, I’m hoping you won’t mind if I call on your kindness once more. Better technology means better results for children. Medical technology is always improving and the latest surgical microscopes have incredible features like optical coherence tomography (OCT) that shows cross-sections of retinas in almost cellular detail. This lets surgeons like me work faster, with greater confidence and with better results for children. The difference it makes is astonishing. And when I’m operating on the tiny eyes of premature babies, I need every advantage I can get. That’s why I’d be so grateful if you’re able to send a gift... As well as showing sharper images, a new microscope will also let us record rare procedures to help train the next generation of eye surgeons in the UK and around the world, so more children’s sight can be saved....
MIST O N O C E E H T ew readers n r fo o tr in & Cover wrap
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