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See The Person, Not The Sight Loss

Royal National Institute of Blind People (RNIB) and The&Partnership have launched a new campaign ‘See the Person’ – challenging outdated public attitudes and misperceptions of sight loss to break down barriers.


The number one barrier faced by blind and partially sighted people in the UK is public misperceptions, the leading insight that inspired the campaign. Delivered with authentic storytelling and a through-the-line campaign strategy, ‘See the Person’ elevates the issue of sight loss within the public consciousness, setting out to change attitudes and behaviours towards blind and partially sighted people.


At the heart of the campaign sits an emotive and thought-provoking film, directed by BAFTA-nominated Jesse Lewis-Reece at You Are Here. The film tells the story of Ava, a fictional teenage girl who must come to terms with losing her sight. Her story is inspired by the real-life sight loss journeys of many, capturing an authentic experience of diagnosis, which often mirrors the five stages of grief – denial, anger, bargaining, depression and acceptance.



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