The Royal National Institute of Blind People (RNIB): The power of archetypes – how cultural insights transformed RNIB

Versiti, the consultancy brand, helped to transform RNIB by refocusing the corporate strategy and brand logo in the UK.

Summary

Versiti approached RNIB in 2019 to help them understand how public attitudes impact on the life chances of blind and partially-sighted (BPS) people. We assumed that public attitudes would reflect widely shared cultural beliefs about blindness and disability more generally. We also assumed that these cultural beliefs would be largely nonconscious and accessible in the material culture (e.g. physical arrangements, signage, artefacts), in the language people used, in the symbolic associations and visual representations they have of BPS people. With this in mind, we combined ethnographic research, discourse analysis, semiotic analysis of drawings and implicit association tests to surface...

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