TitleBefore: Whatsapp (OOH)
Campaign Before You Ask
Advertiser Royal National Institute of Blind people (RNIB)
Brand RNIB
Date of First Broadcast/Publication 2023 / 10
Business Sector Institutional/Public Interest/Non-Profit Org.
Story Royal National Institute of Blind People (RNIB) and The&Partnership have launched a new campaign ‘Before You Ask’. The work is part of a wider ‘See The Person, Not the Sight Loss’ initiative, which challenges outdated public attitudes and misconceptions of sight loss to break down social barriers. At the heart of the campaign sits a series of short films, directed by Chris Balmond at Outsider. The films aim to banish myths around what it’s like to live with sight loss. Viewers are invited to see blind and partially sighted people in everyday relatable experiences: they report to annoying bosses, support rubbish football teams, hate public transport, have attractive partners, and hate the school parents’ group chats. In each scenario the protagonists pre-empt the (often awkward) questions the public have about sight loss, breaking the fourth wall and answering them before you can even ask. The main actors in each of the six short films all have sight loss and were keen to use their own experiences to inform their performances.
Media Type Outdoor/Out of Home

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