RNIB Government Appeal
A paid media campaign promoting a petition to government, launched by leading sight loss charity, RNIB.
The objective
To create a paid social campaign inviting people to sign a petition addressed to Wes Streeting (Secretary of State for Health and Social Care), demanding improved support for people with sight loss.
The goal is to fight - and raise awareness of - a hidden scandal in sight loss care: Nearly half of blind and partially sighted people have not received the vision rehabilitation support they’re legally entitled to, due to long waiting times, low awareness and inconsistent standards of support.
The idea
When blind and partially sighted people are forced to wait for vital vision rehabilitation, their lives are effectively put on pause.
Our campaign highlights this painful reality through a series of short films that all dramatically freeze mid-action. This demonstrates the feeling of disconnection and stalled progress experienced by those awaiting crucial sight loss services.
The execution
We created three scenarios based on day-to-day life: getting around, baking with a child, and going to work.
We used the pause mechanism to demonstrate how tricky these can be without the right support - showing the individuals pause midway through challenging tasks like crossing a road, measuring ingredients, and reading work documents.
With a big pink play sign, we then urged the public to help 'press play' on their lives again by signing the petition. Each film then closes with the individuals coming back into motion, demonstrating an improved confidence, having been taught essential skills like navigating with a white cane, and using adaptive tools for cooking and work.
Static carousels: To create the illusion that the individual with sight loss has had their life put on pause, we used a motion blur effect to show life continuing around them. After receiving support, their surroundings are back in focus to show they have 'pressed play' on life again.
