The two press ads each present a statistic about sight loss in a single sentence, which is printed in small type to convey the sudden feeling of impaired vision. The first reads: "Every day, over one hundred people in the UK start to lose their sight."
A second version states: "Nine out of ten blind and partially sighted people are born without sight problems."
The endline reads: "RNIB. Helping you with sight loss."
The ads were written and art directed by Richard Baynham and Ian Gabaldoni.
Media planning and buying is through Starcom MediaVest.
The ads will appear in women's weekly and monthly magazines, newspapers and newspaper supplements.
The JWT account director Nicki MacLean said: "Often people shy away from thinking about sight loss because it is frightening.
"They justify not thinking about the subject on the basis that it doesn't affect them.
"This campaign forces them to engage with the issues."
The ads will support the charity's other activities taking place over the course of the year, starting with the "work matters" employment campaign in June.
The RNIB embarked on its biggest-ever marketing drive recently. The charity hopes to recruit 40,000 people in the next four years as part of its mission to campaign more vociferously on behalf of the blind. To help it reach this target, it has appointed the direct marketing agency Dataforce.
The RNIB has also recently run an awareness campaign, created by Albion, to make more books available to people with sight problems.