The Royal Institute of Blind People (RNIB) has unveiled a new accessible campaign in collaboration with LADbible to promote “conversation, understanding and action” for the blind and partially sighted community.
Developed alongside media agency Wavemaker, the work comes after data from the charity revealed that two in five people in the UK felt they had a “good understanding” of the lives of blind and partially sighted people.
The campaign, titled ‘Blind Hijackers’ will be released across LADBible brands including SPORTbible, Tyla and GAMINGbible.
LADbible Group executive creative director, LA Ronayne said: “We feel really privileged to partner with RNIB and Wavemaker to celebrate the blind and partially sighted community, reimagining our content to create a deeper understanding and connection. We hope this campaign is a step towards creating a more inclusive and accessible media landscape for everyone”.
An episode of the social publisher’s YouTube favourite ‘Honesty Box’ will also be released, featuring social media influencer Toby Addison,also known as @blindtobes, who will be answering questions about life as a blind person.
Wavemaker UK executive creative director, Ann Wixley explained: “This partnership with RNIB and LADbible is the perfect example of how a strategic creative collaboration has the potential to drive social change.
“By engaging people through their favourite media channels with accessible content, these blind and partially sighted creators are using their passion to change perceptions and understanding of their community.
She added: “At the same time, it’s a blueprint that other social and media platforms can follow to ensure their content is accessible and resonates with all. We’re excited for the positive impact this second #BeforeYouAsk will have.”
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Alongside the Honesty Box special, there will also be a dedicated social media campaign that features Addison teaching a sighted five-a-side team to play football.
Other social media content from the campaign includes a ‘Get Ready With Me’ video from RNIB ambassador Claire Sisk -@canseecantsee-, and RNIB ambassador Amit Patel -@blinddad_uk-.
There will additionally be a social media content video featuring Azeem Amir, which shows the creator hitting the streets to find out if there really is a North vs South divide, through the public’s non-visual senses.
This collaboration is part of the wider RNIB #BeforeYouAsk campaign strategy which seeks to encourage people to “see the person, not the sight loss”.
RNIB chief social change officer, Vivienne Francis said: “The aim of RNIB’s #BeforeYouAsk campaign is to use humour and familiar scenarios to address misconceptions and make people think. The content we have created as part of the LADbible Group ‘hijack’ should be a fantastic way to cut through to new audiences – as well as draw them into being a part of the changes we need to see in society to build inclusion.
“By tapping into and contributing to popular culture, with the support from this impressive cast of blind and partially sighted creators, we can raise further awareness of what it’s like to live with sight loss. We also hope it will go some way to encourage other media channels to build accessibility into their campaigns from the start and create more inclusive content.”
