National campaign for CNIB featured in Marketing

Featured in Marketing Magazine, June 15, 2010
CNIB sees beyond vision loss with help from TBWA
By Eve Lazarus


The Canadian National Institute for the Blind has launched a series of public service announcements featuring real clients who are blind or partially sighted and their stories of how CNIB helps in their day-to-day lives.

The national campaign includes print and television ads by TBWA\Vancouver shot in documentary-style format. The agency won the account late last summer.

In one, an attractive young woman is seen putting on make-up. "People will say things like who helps me get dressed in the morning and who feeds you," she says. "Relax I'm blind, big deal, what's the problem, I live an independent life and I can accomplish things that anybody else could." The tag line is "CNIB seeing beyond visual loss."

"The goal of the ads is to challenge widespread misconceptions about the impact of vision loss on the lives of people who are blind or partially sighted," said Tim Alcock, vice-president marketing and communications in a news release. "We want to show that with the CNIB's support, life doesn't have to stop after a diagnosis of vision loss and that people can fully participate in life."

Jim Southcott, chief strategic officer at TBWA, said in addition to focusing on those who already suffer from sight loss, the campaign targets a 35+ female with elderly parents who might be facing an increased risk of sight loss.

"We wanted to arm her with the information on what CNIB is all about in terms of providing education, advice, help and all aspects of dealing with sight loss and also the prevention of sight loss," he said.