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RNIB’s Christmas campaign ‘Letter from Santa’, created by the Good agency, helps children with visual impairments see Christmas differently. Twelve year old Kiera Mills was the star of the TV ad in 2020 so we focussed on how to bring her fabulous personality and the campaign to life through different media channels. We started with a special ITV continuity announcement take-over by Kiera during Shrek 2 and followed up with the UK’s first ever braille national newspaper cover in partnership with METRO.