Campaign details

Brand: The Royal National Institute of Blind People (RNIB)
Client: The Royal National Institute of Blind People (RNIB)
Agency: The&Partnership

Summary

How do you catapult a niche 150-year-old brand into the 21st century? In 2018, The Royal National Institute of Blind People (RNIB) decided to find out, setting itself the ambitious task of relaunching as a modern, mainstream, agent of change.

Many challenges stood in its way.

After years of underinvesting in its brand, most people didn't know who RNIB was or what it did; unprompted brand awareness was very low, its brand was seen as 'old-fashioned' amongst those who had heard of it, and it was often mis-attributed for other charities including RNLI and RSPB.

What's more, its previous communications strategy which used pity as the hook to raise awareness of its vital work had distanced the charity from many of the blind and partially sighted individuals it exists to support.