Cast of Channel 4’s Gogglebox reacted to the Royal National Institute of Blind People’s (RNIB) See the Person, Not the Sight Loss campaign when the programme aired on October 14.

The RNIB’s awareness campaign highlighted how perceptions of the public was one of the biggest barriers faced by blind and partially sighted people.

Gogglebox families watched an advert about the sight loss journey of Ava, who described her despair after diagnosis through to her acceptance and staying optimistic.

Martin Wingfield, director of brand at the RNIB, said: ‘Partnering with Gogglebox is the perfect way to show how people from all walks of life can resonate and engage with Ava’s story. The reactions from the cast were everything we’d hoped for and highlight the importance of not defining someone by their sight loss.’

The advert was created by the RNIB in collaboration with Wavemaker UK, The&Partnership, Channel 4 and Studio Lambert, and shorter versions will air until October 30.