RNIB Challenges Public Attitudes and Misconceptions around Sight Loss with OOH Campaign

GroupM, Wavemaker and DOOH.com have delivered the first ever national digital Out of Home (OOH) campaign for the UK’s leading sight-loss charity RNIB. 

Targeting a broad demographic of UK adults, particularly those aged over 35, #BeforeYouAsk aims to challenge common misconceptions around sight loss. Running across roadside digital six sheets, malls and standout large format in major cities such as Leeds, London, Manchester, and Newcastle, the campaign features blind and partially sighted actors pre-empting awkward questions that people who are blind or visually impaired are often asked.

Part of the RNIB’s wider See the person, not the sight loss campaign, #BeforeYouAsk is based on research carried out by the charity which asked the blind and partially sighted community for questions they are frequently asked and their responses. The creative offers humorous and relatable answers to questions such as “Can you use a mobile phone?” and “Can you get a boyfriend?” which are often loaded with misconceptions around the effects of sight loss.

“We’re delighted to have played a role in the RNIB’s first national digital Out of Home campaign, said Louis Chant, GroupM. “This is a fantastic campaign that uses humour and impactful creative to make a serious point about public misconceptions around site loss. #BeforeYouAsk is a perfect example of how digital Out of Home provides the perfect creative canvas to raise awareness of important issues at national scale while also encouraging a broad audience to donate to this important cause.”

The campaign is live now nationally and runs until the 3rd December. 

Find out more here.