The world of charity communication is cut throat. Speaking pragmatically, animals and babies rule the roost. Simple problem-donation-resolution mechanics are king. So it's tricky to talk about sight loss. There are hundreds of different conditions, affecting all ages – and there's no cure. Money can't fix such a complex problem in any satisfactory way. In this competitive space, we couldn't just target Dorothy Donor, we had to shake her like a snow globe.
















There's nothing like terrifying a load of OAPs to stir up a little controversy. But needs must. The visual and line implications aren't that far off when you think about it. If you're suffering from sight loss, your vison is impaired or totally gone. Suddenly your home is fraught with danger. Edges, stairs, electrical wires, rugs - all are a hazard. You're only ever one mistake away from serious injury. 


Advert for Action for blind People

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