Mainstream misconceptions surrounding sight loss have a profound and negative effect on the lives of the blind and partially sighted (BPS) community. So this campaign looked to challenge some of the main misconceptions, with a set of distinctive posters, using humour to stand out from the downtrodden and emotionally manipulative tone often seen in charity communications.

Our campaign was developed after extensive research into the real lives of the BPS community, with individual insights inspiring each execution, normalising sight loss in a way that was empowering for the BPS community and engaging for everyone.

Our creative idea focussed on encouraging everyone to ‘See the person, not the sight loss,’ by challenging misconceptions in a provocative, inclusive way, that:

- celebrated the normal, everyday lives of people with sight loss

- educated the public about the different ways the BPS community see and about what it means to live with sight loss

- positioned RNIB as an inclusive enabler for people with sight loss

Each creative execution across print and video tackled a different misconception from the perspective of BPS individuals, using humour to ensure RNIB’s message cut through to a sighted audience in an impactful and memorable way.

To ensure the creative resonated with an audience with sight loss, we collaborated with the BPS community throughout creative development, casting BPS actors in our videos and holding focus groups to ensure each execution had a relatable insight, was as accessible as possible and felt empowering.

We needed a progressive brand strategy that would resonate with BPS and sighted audiences, so we ran focus groups with both audiences that identified and validated the following brand, cultural and audience truths:

* Brand truth: RNIB’s services enable BPS individuals to thrive no matter how they see.

* Cultural truth: Most people consider blindness in terms of black and white. They are not aware that there is a huge spectrum of how people with sight loss see.

* Sighted audience truth: The biggest fear people have when they think about losing their sight is losing their independence. As a result, sighted people often don’t realise that those with sight loss lead very normal lives.

* BPS audience truth: People with sight loss don’t want to be seen as ‘different’- they are neither objects of pity nor superhumans, which is often how they are positioned in the mainstream media. With access to the right advice and support, they live perfectly normal lives.

Although there are many misconceptions around living with sight loss, it was clear that RNIB was the perfect organisation to help combat them.

As a result, challenging mainstream misconceptions around sight loss became the core of our strategy.

Advertising is often inaccessible for people with sight loss, with accessible design putting function first. So we worked with the BPS community to inform every stage of the art direction, from crafting fonts, to spacing and colour combinations.

Our ads maximised visibility and comprehension with graphical props, high contrasting backgrounds, and a 50/50 split allowing for large copy, ensuring the campaign was their most accessible yet – and proving that accessible can also mean beautiful.

‘See the person, not the sight loss’ laid the foundations for RNIB’s transformation, successfully putting it back on the public’s radar, whilst engaging the BPS community with its message of empowerment rather than pity.

* It was incredibly well received on social, receiving over 7000 Twitter mentions and 11371 Instagram interactions from BPS individuals, members of the public, celebrities and the wider charity sector.

* It effectively challenged misconceptions, with 57% agreeing the posters are a positive portrayal of people living with sight loss.

* It has helped put RNIB back on the nation’s radar, with a quarter (24%) of the public aware of the campaign, and 47% agreeing that they were made more aware of RNIB as a result of seeing the posters.

* What’s more, it has been the catalyst to brand transformation, driving increased perceptions of RNIB as ‘Progressive,’ ‘Modern’ and ‘Dynamic’ amongst BPS and sighted audiences.