Kitcatt Nohr Digitas

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 which aims to generate funds by bringing to life the impact of sight loss. The campaign was created by Kitcatt Nohr and rolls out this week.

Kitcatt Nohr was briefed to create a campaign to generate donations from a mixture of existing or lapsed RNIB donors and a cold audience of potential donors. The majority of the charity’s donors are female, over the age of 70 and they may well give to a repertoire of charities.

The campaign aims to help recipients imagine what it's like to lose their sight, so that they feel the scale of the physical and emotional challenge faced by people in this position.

The outer of the direct mail pack shows a blurred image of some unidentified people and carries the line “This is how I see the world”. Inside, there is a piece of acetate which, when held up to the eyes, gives the viewer an insight into how things look to someone with diabetic retinopathy.  It carries the line: “This is how diabetic retinopathy can affect sight. Imagine if you saw the world like this.”

The pack contains a letter which explains that although RNIB can use images to show the physical effects of sight loss, it’s not so easy to show how it feels. It goes on to tell recipients that there are many different types of sight loss, and that sight loss is indiscriminate: it can affect anyone at any time in their life. The letter describes the wide ranging services offered by RNIB, which range from the RNIB Talking Book Service to the Helpline. The letter also features the story of John, who lost his sight in one eye at the age of 43 after a horrific motorbike crash. With RNIB’s help and support, John was able to regain confidence and become independent again.

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; “It is impossible to fully explain what it feels like to lose your sight, but this campaign should help recipients understand some of the issues faced by those affected by sight loss. We hope that people will be inspired to donate £10 or more to help RNIB continue its work.”