JWT work reinforces effect of sight loss in first RNIB campaign

J. Walter Thompson has unveiled a new creative approach for RNIB in its first campaign for the charity since it secured the brief in June.

The press and poster campaign aims to highlight the prevalence of sight loss and the restrictions it forces on people.

It lists a number of everyday things that people take for granted such as "Send a text message" or "Gaze at the stars" and ends with the warning: "Tomorrow: Over a hundred more people like you will start to lose their sight." The campaign introduces a new strapline: "RNIB. Helping you live with sight loss."

The campaign, planned and bought through MediaVest, will run in women's weekly and monthly magazines, newspapers and on four-sheet posters in railway stations and 16-sheets on the London Underground.

The ads were art directed by Simon Brotherson and written by Bruce Menzie and are being supplemented with PR activity and direct mail.

JWT won the RNIB account in June after pitching against Euro RSCG Wnek Gosper, Leonardo, Grey Worldwide and Target Direct.

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