RNIB celebrate their 150th anniversary

We were tasked by the Royal National Institute of Blind People (RNIB) to land broadcast coverage around the celebration of their 150th anniversary. The message from the RNIB for this campaign was clear; they wanted to mark the milestone, the achievements and barriers that have been overcome over the last 150 years whilst reminding people that there are still problems that blind and partially sighted people still face on a daily basis. 

Our recommendation was to carry out a piece of research which questioned the general public on their opinions towards those who are blind or partially sighted, for example asking them if they would feel comfortable if they had a visually impaired boss, teacher, doctor, MP etc. The results were very surprising; almost half of young people aged 18-24 would not feel comfortable if their boss was blind. This gave us our news story to mark the 150th anniversary and highlight how negative attitudes towards those who are blind or partially sighted are still a prevalent issue.

We had case studies across 10 different regions that we offered to regional broadcasters, as well as case studies based in London that we were able to offer to national media.

We secured national coverage with our case studies and the Chairman of the RNIB, Eleanor Southwood, on BBC 5 Live Breakfast, Channel 5 News, Sky Sunrise and Sky News Radio. We also landed a panel discussion with three of our case studies and Eleanor on BBC 2's Victoria Derbyshire Show. This was the lead story on BBC Radio London's drive time show who covered it for the whole first hour of the programme, speaking to three of our spokespeople and other case studies. This was also the lead story on BBC Sheffield and BBC Hereford and Worcester's mid-morning programmes, and BBC Look North ran a TV report a few weeks after the campaign with our case study, the Chairman of the RNIB and David Blunkett, the former MP who is partially sighted. 

The total editorial reach of the campaign was 46,000,000 and RNIB saw a significant rise in website traffic and on their helpline after the campaign date.