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Ad (Break) of the Week – Royal National Institute of Blind People & Channel 4

Ad (Break) of the Week – Royal National Institute of Blind People & Channel 4

RNIB and Channel 4’s brilliant ad break of the week appeared during ‘Undateables’ on Monday night. We often hear about eye conditions, normally described verbally as the equivalent of looking through this, that or t’other.

Seeing adverts start (with 20/20 vision) slowly deteriorate (into seeing it how those with various eye conditions would) was incredibly hard hitting and produced immediate empathy for those who suffer.

On the downside, however brilliant a concept, it’s unlikely to create the traction it deserves through a one-off showing. Also as a one-off idea why didn’t it run in the week prior, when one of the ‘undateables’ suffered from a degenerative eye condition?

Overall, a brilliantly simple idea well executed – well done to all involved and to the advertisers for supporting it.

Matt Martin
Media Manager

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