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ADVERTISING CAMPAIGNS

RNIB 'Talking Books' campaign

The Royal National Institute of Blind People (RNIB), the leading UK charity working for blind and partially sighted people, is launching a direct marketing campaign aiming to raise funds in the run up to Christmas.

The campaign was created by integrated agency Kitcatt Nohr Alexander Shaw and rolls out this month. Kitcatt Nohr was briefed to create a direct marketing campaign to recruit new donors and encourage current supporters to give again, in order to help RNIB transform the lives of people affected by sight loss.

The campaign features the story of Stephanie, who lost her sight at just 24, when her diabetes caused the blood vessels in her retina to leak. Within a year, she was totally blind. But with the help of RNIB, she found her life again. RNIB Talking Books allowed Stephanie to go to university and complete a degree. The direct marketing campaign integrates with a wider RNIB Talking Books campaign which launched in October.

Recipients of RNIB's mail pack, designed by Kitcatt Nohr, are asked to donate a one off gift to help someone find their life again. Blind and partially sighted people can feel devastated by their sight loss. The emotional impact of their diagnosis is huge. Practical problems seem insurmountable. People lose their privacy and become dependent on others.

It is difficult for them to keep up with the world around them and for them to read for pleasure, let alone succeed in education, or employment. However, with the ongoing support of RNIB, many are able to thrive.

There are almost two million people with sight problems in the UK and it is predicted that by 2050 the numbers of people with sight loss will double to nearly 4 million. RNIB provides advice, support and practical products and services to help people live with sight loss.

They offer a wide range of high quality, practical services and a lot of expertise. They also campaign to improve the rights of blind and partially sighted people.

Commenting on the campaign, Steve Greenberg, Head of Donor Development at RNIB said; “We hope the story of how Stephanie lost her sight but was able to find her life again will inspire people to donate to RNIB, so that we can give more people the support they need to get back on their feet and regain their sense of self.”

AJR
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