RNIB Letter From Santa ensured every child enjoys the magic of Christmas by delivering braille letters to 1-in-4 visually impaired children who read braille.
The challenge was to super charge and innovate an existing seasonal DRTV appeal by reaching more families and show everyone how important accessibility is during the festive period.
Christmas is an emotional time for families and the DRTV ad’s star, Keira, told an emotional and compelling story. Her warmth and character would resonate with a wide audience we just had to break free of DRTV day parts.
The strategy was to shift from business as usual to business beyond usual through media innovations. We amplified Keira’s story to new audiences using innovations on a limited budget.
We created a unique TV ident in partnership with ITV which saw Keira introduce her own TV advert by interrupting the continuity announcer on ITV2, in a first for the broadcaster.
In addition we partnered with Mail Metro Media to create the UK’s first-ever braille national newspaper cover.
The campaign went on to win 5 industry gongs:
– Campaign Media Awards
– Marketing Week Masters
– Newsworks Grand Prix
– Third Sector Excellence Awards
– ALF Awards
1 in 4
Delivered to visually impaired children who read braille
Number of donors by 7%
In cash donations from the campaign
Winner of the Campaign Media Awards, Newsworks Grand Prix, Marketing Week Masters
As a braille reader, I was delighted to pick up a copy of Metro wrapped in the first ever braille national newspaper front cover. It is a great example of how innovations can make the world a more open and accessible place for people with sight loss.