Together with RAW London, we have worked with leading sight loss charity, the Royal National Institute of Blind People (RNIB), to launch its new appeal with the TV ad ‘For Every Question’. RNIB offers practical and emotional support to blind and partially sighted people, their families and carers. The charity raises awareness of the experiences of blind and partially sighted people, and campaigns for change to make our society more accessible for all. Created by RAW London, the 90-second fundraising spot is based on real life stories of people living with sight loss and the impact that a diagnosis can have on their independence.  

Philippa Marlow, Head of Supporter Acquisition at RNIB, said, “This is RNIB’s first-ever Regular Giving advert crafted from scratch, and it was so important to us that it was informed by the real-life experiences of people who’ve been through a sight loss diagnosis. 

“As well raising awareness of the emotional and practical questions that people face when told they’re losing their sight, the advert highlights vital support provided by RNIB including our Helpline, which is often the first port of call for anyone looking for support and advice around sight loss.  

“Regular Giving plays a hugely important role in supporting RNIB and the work we do towards ensuring every person with sight loss can live the life they want to lead, without limits.” 

The ad opens with a woman sharing the emotional and practical questions that arise at different stages of living with sight loss; from ‘can I still work?’ to ‘can I still be a good mother?’ RAW London worked closely with research partner, Humankind Research, to understand audience perceptions and motivations. It then worked with RNIB and lived experience councils to listen to real stories and stress test concepts. This carried through to production, working with a lead actress from the sight loss community. 

Charlotte Harris, Managing Director at RAW London said, “This has been such an interesting project to be a part of, and an exciting new partnership with RNIB. There’s been a hugely collaborative spirit throughout, which has helped to shape a new and exciting chapter in RNIB’s regular giving activity. We’re proud to be a part of it.”  

The campaign is designed to stop audiences in their tracks and propel them to donate. It will run across TV from today the 15th July. Media was planned and bought by MI Media. 

Richard Slater, MD at MI Media says, “Having worked with RNIB for over five years on its Legacy product, it’s been great to expand our relationship to support them in developing a new Regular Giving product and help them raise the donations that are essential to their work.”