See the person, not the sight loss
We want people to see sight loss differently, so through RNIB’s biggest-ever advertising campaign, we are showing people the realities of a sight loss diagnosis and how they can support blind and partially sighted people with their actions.
Blind and partially sighted people can live the lives they want to lead but how others behave and what they think often gets in the way.
By understanding the realities of sight loss and thinking about the part we can play in improving the world for blind and partially sighted people, we can make a better world together.
At RNIB not only do we provide practical and emotional support for people at the point of diagnosis and throughout their sight loss journey, we are committed to driving change in society in attitudes towards people with sight loss. By changing attitudes and behaviours we can create a more inclusive world where all blind and partially sighted people can live the life they want to lead, without limits.
Our campaign story
Our character Ava is a typical teenager - an avid gamer who dreams of working in technology and has a visual impairment. We follow Ava on her sight loss journey, including her experiences following the initial diagnosis and the worry and frustration she feels, as she faces a lack of understanding from people around her and other challenges. We show how her determination, RNIB’s support and the understanding of people around her allow her to realise her dreams and ambitions.
Find out more with our frequently asked questions.
Watch the campaign video below.
Listen to our radio advertisement
We have created a lyrical poem that might surprise you. The poem is voiced by Ellen Renton, who is a Scottish poet/performer with albinism.
Each line tells you something enlightening about how blind and partially sighted people live their lives. It aims to dispel common misconceptions about sight loss and how blind and partially sighted people live, work, have relationships, are parents, who travel and use phones.
Image of Ellen Renton, photo by Douglas Tyrrell Bunge
In this campaign
How much do you really know about living with sight loss?
More than two million people are blind or partially sighted in the UK, so we all should know more about it. Test your knowledge and take our quiz.
Watch Ava's story and how we brought it to life
We are telling a different sight loss story by showing millions how Ava faced her own challenge. You can watch a range of different films telling Ava’s story and the impact it has on her, her family and friends, as well as a behind-the-scenes look.
How Googlebox stars enjoyed our film
Last year, we partnered with Channel 4’s Gogglebox programme to bring our See the person campaign into the sitting rooms of its stars - the nation’s sharpest armchair critics. Watch how it moved them here.
#BeforeYouAsk
Through the #BeforeYouAsk short films, posters and an interactive video chat, blind and partially sighted people will be banishing many misconceptions surrounding what it’s really like to live with sight loss in a fun and insightful way.
Want to know how to help someone with sight loss?
Almost 9 out of 10 blind and partially sighted people may need some help to make an unfamiliar journey, so it’s really important that everyone knows how to offer their support.
Watch our series of conversational videos
To challenge what people thought they knew about sight loss, we have filmed a series of relaxed “on the sofa” conversations giving the sight loss and sighted perspective on a common interest or profession.
How you can help
Find out more information, tips and advice on what we can all do to help build a better, accessible world.
Please donate to RNIB
In our film Ava is able to meet the challenges she faces, with her own determination and essential support from RNIB. If you would like to ensure people with sight loss get the practical and emotional help they need, please support us with a donation.