RNIB: Be Helpful Guide

If you’re blind or partially-sighted the world can be a difficult place to navigate. But research from RNIB identified that one of the biggest barriers to blind and partially sighted people was the perceptions and behaviours of the general public. We designed a behaviour change campaign aimed to tackle those perceptions and behaviours heads on through the use of humour.

To drive the desired change we spoke to blind and partially-sighted people and identified a series of specific behavioural issues they wished to educate the British public about. Our aim was to both educate, inspire the public to learn more about how to support blind and partially sighted people and generate contactable leads for RNIB. The output was a campaign that ran across TV and digital and encouraged users to download the ‘Be Helpful Guide’ a digital tool providing users with practical advice and tips.

To measure our success participants completed a post-campaign survey which showed that +12% would change how they interact with a blind person, +8% would talk to friends or family about the campaign, with 12% going on to download the guide.