RNIB: Christmas Campaign 2017

Royal National Institute of Blind People (RNIB), a charity for blind and partially sighted people, used emotion to connect with people in the UK and encourage them to donate.

Campaign details

Agency: Campfire Marketing

The brief was to encourage people to give a donation at Christmas in support of RNIB's Talking Books service.

Talking Books is a free library of around 27,000 recorded titles available to adults and children with sight loss.

Strategy

Firstly, at the heart of the campaign was a real, 9-year-old girl who had lost her sight, a fact that created huge empathy in the minds of our audience.

Secondly the campaign conveyed that Lily-Grace had suffered an injustice.

This little girl adored stories, but because only 7% of titles are available as Talking Books...

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