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RNIB launch new Legacy campaign

Purpose-driven strategic and creative agency GOOD launches a brand new legacy proposition with an integrated campaign for the Royal National Institute of Blind People (RNIB). With over one-third of RNIB’s work being made possible thanks to gifts in Wills, the campaign highlights the positive change legacy donors can make to the futures of children and adults with sight loss.

Build Skills for Life launches with an integrated campaign featuring James, who was born with a genetic condition called Congenital Nystagmus, a continuous, uncontrollable movement of the eyes which means he can see very little. The campaign features a direct response TV advert that sees James’s mum narrate how he has transformed in confidence and ability thanks to RNIB’s support. She emphasises the invaluable support RNIB give James, and the need for the charity to help people like James build skills to create their best possible future.

Designed to drive consideration, awareness and engagement to help fund RNIB’s long-term vision to create a world where there are no barriers to people with sight loss, the advert will air from 15th October 2021. It will be supported by social adverts, press and magazine adverts and inserts and door drops, also created by GOOD. The TV advert was produced by VINCE.

GOOD has been RNIB’s strategic fundraising agency since 2019, most recently delivering their Lifechangers Individual Giving campaign.

Bryn Attewell, Executive Creative Director at GOOD Agency says “It was an exciting challenge to create a bold and punchy new legacy proposition that would stand out from the traditional, need-led legacy adverts. We worked with James to tell his own story to launch the campaign, empowering him as the storyteller and challenging perceptions of sight loss. Gifts in Wills are vital to RNIB, and this campaign is an important reminder that large or small, a legacy gift can help people with sight loss build the skills they need for life.”

Lorna McPherson-Reed, Head of Legacy Giving at RNIB says “My team have worked closely with GOOD Agency and market research agency Fastmap to test and develop our ‘Build Skills for Life’ proposition and a range of creative assets to reach our potential audience through new channels. This is RNIB’s first legacy TV advert which we hope will become an established route to new supporters. It is predicted that by 2050, the number of people with sight loss will double to 4 million. In contrast, the number of legacy gifts RNIB has been receiving has fallen over the past 10 years, so there is an urgent need to inspire more people who share the charity’s vision to include a gift in their Will to RNIB. This will ensure that RNIB can achieve its long-term goals as well as funding the practical and emotional support services that are available to everyone affected by sight loss”.