RNIB

Letter From Santa: Making Christmas Accessible

Overview

A Christmas appeal that did things differently

RNIB’s Letter from Santa was already a much-loved seasonal appeal. With a limited budget, JAA used media innovation and unexpected partnerships to take Keira’s story beyond traditional DRTV – raising awareness of accessible Christmas experiences and turning a fundraising appeal into a national conversation.

The Problem

How do you make an established appeal impossible to overlook?

For children with sight loss, a standard Christmas letter isn’t always an experience they can share. RNIB needed to supercharge its seasonal appeal, raise awareness of accessibility and turn that attention into vital donations.

A smiling girl (the ad’s star, Keira, who is blind) wearing glasses and a festive headband holds a purple-bordered certificate in front of a decorated Christmas tree.

The Trait

Make the media as accessible as the message

Rather than simply buy more Christmas advertising, we asked how the media itself could demonstrate RNIB’s purpose. That meant rethinking what a newspaper front page, TV continuity announcement and even a smart speaker could do.

A white Braille-embossed sheet covers most of a Metro newspaper, leaving its masthead visible against a vivid pink background, suggesting accessible news.

The Strategy

Use innovation to make people pay attention

We amplified Keira’s story through media firsts and unexpected moments that made accessibility part of the experience. The ideas extended the campaign beyond paid reach – generating attention, conversation and greater visibility for the appeal.

Fingers trace raised Braille dots on a white page, showing a visually impaired person reading by touch in a quiet, focused moment.

The Tactics

Braille on the front page. Santa on Alexa.

We created the UK’s first braille national newspaper front cover, supported by an ITV continuity takeover. A partnership with Amazon Alexa also brought the Letter from Santa to life through technology – making the medium part of the message.

A girl in glasses and a red patterned sweater reads a braille page on a purple clipboard, with a bright green Christmas tree blurred in the background.

The Results

An appeal that delivered more than donations

The campaign exceeded donor expectations and became one of the third sector’s most decorated – using media innovation to make accessibility visible.

£652k

Raised through the campaign

+7%

Donor numbers above target

1 in 4

Braille-reading visually impaired children received a Letter from Santa

5

Industry awards won, including the Newsworks Grand Prix
A smiling girl in a red reindeer sweater speaks to a camera beside a sign reading “LETTER 70456, give £9”; cheerful interview setting.

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+44 (0)20 7439 6070

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