Research showed people couldn’t empathise with people with sight loss; we’re too scared to fathom it and choose to ignore it. Cute puppies in DRTV weren’t cutting through. We created an authentic connection, showing the public, through the help of Guide Dogs, the potential within every person with sight loss.
Rather than the usual shock tactics in Charity DRTV, we tried to normalise sight-loss. Show sight-loss in the real world, through real people. Introducing a poem to unite around a universal art form, we shared the ambitions and lives of 6 people. Their stories and what sight-loss means to them.
Net response rate instantly doubled (97%) against banker.
We finished 2016 with record high results. And these powerful results have continued throughout 2017.