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ADVERTISING CAMPAIGNS

Action for Blind People 'Maureen' advert

The charity Action for Blind People is launching a direct marketing campaign aiming to raise funds to help blind and partially-sighted people feel safe in their own homes.

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 Action for Blind People assess people’s needs and make all the adjustments needed to help them live safely and independently in their own homes.

The campaign shows how the home, which is supposed to be a place of safety and security, can become a treacherous place when you lose your sight. Action for Blind People’s expert help enables people to gain their confidence and feel safe again.

The campaign features the story of Maureen, a woman who began to lose her sight through Macular Degeneration 15 years ago and who started having accidents and getting injuries, including a black eye when she walked into a cupboard door.

Action for Blind People arranged for one of their Independent Living Coordinators to visit Maureen in her home to discuss the difficulties she was experiencing.

With the charity’s assistance, Maureen was able to access simple adjustments, such as the installation of handrails, tactile markers, Braille stickers and mobility training. Action’s support has helped Maureen feel safe and happy in her home again.

Simple measures can often enable blind and partially sighted people to overcome huge barriers to independence - with Action’s help, Maureen now has the extra confidence to get on with her life.

Recipients of the DM piece are invited to make a donation to support Action for Blind People’s work by completing a donation form, calling 0207 874 1340 or visiting actionforblindpeople.org.uk/blackeye.html

Commenting on the campaign, Redd Gogna, Action’s Independence, Housing and Support Development Manager said; “Without access to rehab support, mobility training, or the necessary practical adjustments made around the house, visually impaired people suffer the constant risk of a serious fall or injury.

"We hope recipients of this pack will feel able to make a donation so we can continue to help blind and partially sighted people live as safely and independently as possible.”

AJR
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