There are 39 million blind people around the world who are candidates for a surgery that would restore their vision, but unfortunately many of those people cannot afford the operation. Orbis, a nonprofit organization that works to prevent and treat blindness, started the Don’t Look Away campaign. Visitors to the campaign site watch a video through the eyes of a child who has just had the surgery. As the doctor unwraps the eye bandages, the patient sees his or her mother for the first time. The experience is emotional and hopes to encourage viewers to donate much-needed funds.

Why It’s Hot?

The campaign site utilizes HTML5 to operate the video and WebRTC to manage the webcam, which can detect a viewer’s eyes and face. When the viewer looks away from the computer, the film goes dark. Users are shown the number of other viewers who have also chosen not to look away and are urged to share the experience through social media. There were 95K views in the first four weeks of the campaign, and its donations covered the cost of 14K eye operations to cure blindness. This campaign shows how technology can convey emotions and personal experiences that can be shared and viewed by people around the world. Technology in campaigns such as this can raise awareness and encourage donations to help others.