Hong Kong-based blindness charity ORBIS ran a campaign for World Sight Day that encouraged people to donate any black item they owned and auction it on a Facebook-based platform. The campaign, dubbed Trade Away Darkness, was developed by Ogilvy Hong Kong, which created a microsite and Facebook app serving as a trading platform. People could donate any black items they no longer wanted, from clothes and bags to accessories and books. Once uploaded to the Facebook platform, the public could search and bid on any of the items. Celebrities also donated items. If users were unable to find anything they wanted, they could still donate by buying a black ORBIS badge. The auction generated HK$4 million, which paid for over 14 thousand eye operations.