What you can’t do when you can’t see

You know those days when you moan and nag about some really minor thing, and then watch Channel 4 Bodyshock and you feel horribly ashamed and also rather lucky… well that sense of guilt and awareness is what this campaign “Lost Words” is trying to evoke. And given my occasional struggles on an ATM, without even being partially sighted, the campaign works. Our society is so visual- reading the news, choosing the best crisp flavour, getting on the right bus; all these things rely on having those 2 Es- two working eyes.

The campaign is by St Luke’s for the Royal National Institute of the Blind (RNIB)- the client in itself pleasing me as I have rarely come across any of their work, bar the “Alight here for the Royal National Institute for the Blind” blaring from the tube at Russell Square. The campaign is designed to highlight the daily challenges faced by blind and partially sighted people, which at the same time equates to a “wow, how easy is my life” evaluation exercise. I think that by looking at the small, everyday tasks- reading the end-by date on a packet of chicken, following the instructions on a bottle of medicine; is much more effective than showing much “bigger”, less imaginable things like driving. So it is heart-warming to see the RNIB do something about it- their catchphrase “Help someone find their life again” underlying the impact that losing your sight has. The campaign therefore appeals to peoples’ empathy and quite rightly too, as St.Luke’s puts it-

It’s bad enough that losing your sight means being unable to read for pleasure. But our latest campaign for RNIB highlights just how much we all depend on the written word. Sight loss robs us of the information we need to look after ourselves and get through the day. Take those words away and it feels like your world is falling apart. Thankfully, RNIB has innovations and services that allow blind and partially sighted people to access the written word, and regain their independence.

Here, here.


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