The Royal National Institute of Blind People (RNIB) teamed up with media agency Wavemaker UK for a first-of-its-kind accessible campaign with social publisher LADbible Group, launched on November 26.
As part of RNIB’s #BeforeYouAsk campaign, which aims to raise awareness of sight loss and challenge misconceptions, ‘Blind Hijackers’ has launched across LADbible, Sportbible, Tyla and Gamingbible, with RNIB taking over their homepages for the day.
Through a mix of social-first video interviews and editorial pieces by blind and partially sighted content creators, RNIB has placed the lived experiences of people with sight loss at the heart of LADbible’s content.
LA Ronayne, executive creative director at LADbible Group, said: ‘We hope this campaign is a step towards creating a more inclusive and accessible media landscape for everyone.’
Wavemaker UK executive creative director, Ann Wixley, added: ‘By engaging people through their favourite media channels with accessible content, these blind and partially sighted creators are using their passion to change perceptions and understanding of their community.
‘At the same time, it’s a blueprint that other social and media platforms can follow to ensure their content is accessible and resonates with all. We’re excited for the positive impact this second #BeforeYouAsk will have.’
