People have a very superficial understanding of sight loss and its implications. In fact, without the sort of support RNIB offers, losing your sight can mean losing the life you had and the future you dreamed of.
With this campaign, we're hoping to create engagement and empathy with the issue of sight loss by encouraging people to consider how losing their sight would affect them personally by asking them the question ‘What would you lose from your life if you lost your sight?’ and inviting them to tell us their answers.
The campaign shows groups of real people including rugby players, chefs and hikers, in the midst of their activity with their eyes shut, contemplating their own answers to the question.
What would you lose from your life if you lost your sight?