RNIB: See the person, not the sight loss

RNIB (the Royal National Institute of Blind People), a UK charity, increased awareness in the UK by launching a series of videos and OOH activations that used humour to challenge misconceptions about living with sight loss.

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...

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