John Ayling & Associates – RNIB
As the UK’s leading sight loss charity, RNIB leads the creation of a truly accessible world for blind and partially sighted people. However, with still much left to achieve to turn that mission into reality, the charity needed to build on its brand by bringing its message of equality, inclusion and accessibility to new audiences.
To do this, the charity set several key targets. Firstly, it wanted to create a significant shift in its brand metrics, including an increase in buzz by 25% and increases in belief in the cause and brand reputation by 5%. These shifts needed to contribute to the success of RNIB’s wider ‘Letters from Santa’ campaign, with a target of £300,000 in donations and 10,000 new donors.
To hit these targets, RNIB worked with John Ayling & Associates and GOOD Agency to create the first ever braille newspaper front cover and bring the issue of accessibility to the forefront of the nation’s mind.
The braille message used the exclusivity of the medium to speak directly to blind and partially sighted readers, even removing the Metro masthead to render its logo in braille. 15,000 special editions were distributed across nine central London locations and the campaign was complemented with DRTV, social and PR.
The creative acknowledged that moment may have been the very first time that blind and partially sighted people had been able to read a newspaper at all and invited them to let others know what this meant to them on the RNIB website. A QR code was provided for fully-sighted readers to offer the message in text.
The wrap was at the heart of RNIB’s wider ‘Letters from Santa’ campaign, which saw letters sent in accessible formats to ensure blind and partially-sighted children are included in the magic of Christmas. With the wrap’s QR code also allowing readers to donate to the campaign, £652,000 in donations were raised in total, smashing the charity’s goal by 117%. The total number of donors was 17,840, exceeding the target by 78%.
This meant braille ‘Letters from Santa’ were delivered to 24% of the visually impaired, braille-reading children in the UK, up nine percentage points on RNIB’s goal.
This campaign was brave and bold; it gave people a taste of what it must be like for people who are partially sighted.Natalie Cummins, CEO, Zenith
donation target was exceeded by 117%
special editions were distributed