Talking books take lead role in latest RNIB ad campaign

RNIB, the charity that supports blind and partially sighted people, is launching the second phase of its five-year brand building strategy to increase awareness of the organisation and its work.

RNIB
Strong Words: RNIB campaign

The charity is launching an advertising campaign focusing on its talking books initiative and aims to demonstrate the work that the RNIB does as well as raise funds.

RNIB head of marketing Vicki Cookson says while the campaign is primarily about brand building, it’s also a fundraising initiative.

“We’re seeing a trend across the charity sector to build the fundraising message into all brand messaging rather than direct response activity,” she says.

“We’re pushing the work we do to the fore to encourage engagement and understanding.”

The print and radio campaign, created by St Luke’s, breaks on 18 October supported by direct mail, online, social media and PR.

The five-year “Lost and found” strategy began in 2009 with the aim of communicating to the public what people lose when they no longer have their sight and what RNIB helps them find.

The ad shows books with holes cut out and real testimonials to demonstrate the emotional impact of not being able to read when people lose their sight. It aims to show the practical and emotional support RNIB’s talking books offer.

The campaign follows on from the “What would you lose?” campaign last year, which was designed to build empathy and brand awareness.

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