The Royal National Institute of Blind People (RNIB) has today (13 April) launched a new integrated campaign to highlight the the life-changing support that the organisation provides for those with sight loss.

Developed in partnership with creative agency GOOD, “Still Me” will be spearheaded by a 60-second direct response TV spot that shines a spotlight on the vital counselling services that the RNIB offers.

The RNIB estimates that around 250 people begin to lose their sight in the UK each day, with their services playing a key part in enabling blind and partially-sighted people to remain independent and active.

“It was a privilege to tell Perm’s story, and hear her first hand experience of the amazing work RNIB do. It was really important to tell her story authentically, and bring her experience to the forefront of the campaign,” GOOD executive creative director, Brynn Attewell said.

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“We hope the “Still Me” campaign further educates audiences on the vital and urgent need to support RNIB and those with sight loss.”

Aiming to drive donations to the charity, the film tells the story of sight loss sufferer Perm, who after receiving a diagnosis at 35 credits the RNIB with her successful rehabilitation.

RNIB head of individual giving, Ellen Lowden added: “We’re so grateful to Perm for sharing her experience. We have launched the ‘Still Me’ campaign to raise awareness of just how difficult it can be to adjust to sight loss.

“With 250 people starting to lose their sight in the UK every day, it is vitally important that everyone with a sight loss diagnosis can access support that can help with this adjustment. By telling Perm’s story we hope to help even more people who are experiencing what she went through.”