Royal National Institute of Blind People (RNIB) want people to see sight loss differently, so through their biggest-ever advertising campaign, they aim to show people how their actions can be supportive.

Blind and partially sighted people can live the lives they want to lead but how others behave - and what they think - can often get in the way.

When more of us understand the realities of sight loss and think about the part we can play in improving the world for people with sight loss, we can make a better world.

The campaign story

RNIB's campaign follows the character Ava, who is a typical teenager, an avid gamer, with dreams of working in technology and has a visual impairment. We follow Ava on her sight loss journey, including her experiences following the initial diagnosis and the worry and frustration she feels, as she faces a lack of understanding and other challenges.

Watch the campaign video below.

Ava is struggling to deal with her sight loss diagnosis and emotions. Ava is told she has Retinitis Pigmentosa (RP) and is distraught. She thinks she cannot face a life with sight loss.

But, her determination, RNIB’s support and the understanding of people around her allow her to realise her dreams and ambitions.

How RNIB help

RNIB plays a vital role from the start. From her initial sight loss diagnosis, where an RNIB ECLO (Eye Care Liaison Officer) ensures she gets the right support, to all the resources her father starts to access through our Helpline, as well as the material available for education and learning through RNIB Bookshare.

See the person, not the sight loss.

For more information visit RNIB's website