Client: RNIB
Date: Mar 2021
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Royal National Institute of Blind People (RNIB) has launched its latest campaign starring eye clinic liaison officer Jenny. At a time when four in five people don’t receive the support they need when diagnosed with sight loss, the campaign aims to ensure no one goes through a sight loss diagnosis without support.

The campaign is Good’s second integrated fundraising campaign for the RNIB. It features a direct response TV advert that sees Jenny tell her own story, from first being diagnosed with sight loss and having no support to becoming an RNIB ECLO and using her experience to explain, reassure, and advise from the point of diagnosis.

It is estimated that 1.3 million eye appointments have been missed since the onset of the pandemic. ECLOs are needed now more than ever to help people with sight loss live with confidence and independence.

The campaign is supported by digital and direct mail, also created by Good.