Be Helpful

GOOD Agency

Client: RNIB

Only 17% of blind and partially sighted people say they can navigate the streets independently, which has a huge impact on quality of life. But it’s not sight loss conditions that are presenting barriers. It’s other people. Leaving obstacles on the pavement without thinking or helping appropriately, without asking first.

RNIB set out to educate the public, making our streets a more inclusive place, whilst also generating thousands of contactable leads from people aligned to their mission. We co-created the interactive and online “Be Helpful” guide with blind and partially sighted people. The guide is full of advice on “how to help people with sight loss, from people with sight loss”. It flips the narrative from blind people in distress to being inclusion experts, educating the public. A diverse cast of people with sight loss frames the advice in comedy to avoid ever feeling like a telling-off. The “Be Helpful” guide has generated 14,421 downloads, with a 24% improvement on its target cost per lead. After seeing the campaign, people report a greater understanding of inclusive behaviours and RNIB have received 635 messages of support from their community saying how much they appreciate the campaign.