Letter from Santa

Letter from Santa

We worked with RNIB, the UK’s leading sight loss charity, on an integrated campaign to ensure that every child is included in the magic of Christmas. We did this by delivering personalised Letters from Santa in accessible formats such as braille, large print or audio.

Keira leads the way

We worked with RNIB to develop a strategy for all their fundraising in response to their authentic brand. Enter Keira. Her energy and charming personality made her the perfect spokesperson for children with vision impairment like her. She fronted all our comms – from making a speech from her bedroom in our DRTV spot, to Facebook and TikTok videos. Her positivity and ambition showed that being blind or partially sighted doesn’t have to hold anyone back.

Building on success

For Christmas 2021 we evolved the story. This time, Keira introduced more children like her who want to experience their own letter from Santa, whether it’s in braille, large print or audio. Eli and sisters Mila and Enya brought even more life and personality to the campaign.

A National first

We wanted to make the issue of accessibility top of mind and front of a national newspaper. The aim was to build awareness of the need for a more accessible world and to prompt people to help visually impaired children to see Christmas differently with an accessible letter from Santa.

We transformed the cover of the Metro with braille, and 15,000 special editions of the Metro were distributed, including at King’s Cross station. The braille message highlighted RNIB’s ongoing mission and support. Inside, fully sighted people could follow a QR code to a video explaining the braille message and the importance of inclusivity and accessibility. This was alongside a CTA to donate and support.

The results

RNIB delivered letters from Santa to one in four children in the UK with visual impairments that read braille

Delivered letters to 24% of UK braille reading children

Beat fundraising targets by 117%

Exceeded total number of donors by 78%

Belief in the cause rose by 10%

The braille cover wrap with Metro had incredible results, changing perceptions as we lead the way, for a more inclusive and accessible world:

  • 75% of Metro readers said the braille wrap makes the issue more relevant to people
  • 84% of Metro readers said the braille wrap is a great way of getting people to think about visual impairment

RNIB’s campaign has won 3 awards: In the Charities and Non-Profit Category at the Marketing Week Awards, Marketing Campaign of the Year at the Third Sector Awards, Campaign Media Awards total communications campaign of the year. It was also highly commended at the Purpose Awards in the Best Equality and Inclusion Cause Campaign category.