RNIB Letter From Santa: Ensuring every child enjoys the magic of Christmas

John Ayling & Associates and GOOD Agency

RNIB, the UK’s leading sight loss charity, is driving the creation of a truly accessible world for blind and partially sighted people. RNIB’s Letter from Santa campaign ensures children with vision impairment are included in the magic of Christmas, while championing the need for accessible communications to a broader, national audience.

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.