RNIB Letter From Santa: Ensuring every child enjoys the magic of Christmas
John Ayling & Associates and GOOD Agency
We delivered a high impact DRTV and social campaign as well as three unique media innovations: the first-ever braille national newspaper cover with Metro UK, a unique, live, TV ident with ITV and an exclusive collaboration with Amazon’s Alexa. Led by confident and charming 12-year-old Keira, the campaign featured people, supported by RNIB, telling their own stories authentically; it exceeded all fundraising and strategic targets. RNIB delivered accessible letters from Santa to one-in-four of the children in the UK who can read braille and reached millions of people across the UK including more than 17,000 new donors.