The Royal National Institute of Blind People (RNIB) has launched a bespoke partnership with Channel 4’s Gogglebox to encourage viewers to “see the person, not the sight loss.”
Wavemaker UK, The&Partnership, Channel 4 and Studio Lambert collaborated on the campaign which saw stars of Gogglebox review and react to a special 90-second co-branded ad from RNIB which played in the show’s ad break.
The partnership between Channel 4 and RNIB also includes 30-second cuts across airtime between 15 October and 30 October (see video, below). Shorter versions will be promoted across RNIB’s owned social media channels.
Last year RNIB launched a TV campaign with ITV with a takeover of its continuity announcements from one of its young ambassadors to promote its Christmas fundraising campaign to send Braille letters from Santa to vision-impaired children. It also launched the first national Braille cover on a newspaper for a Christmas campaign.