People who are blind or partially sighted are used to navigating a complicated world, but coronavirus has turned that world upside down.
Social distancing relies on being able to see where others are, which can be impossible for blind and partially sighted people. We want to raise awareness of the difficulties this has caused people with sight loss and let the general public know how they can help.
That's why we have launched our #WorldUpsideDown campaign and are delighted to have the support of some household brands.
Why household brands are supporting our campaign
Amazon has worked with RNIB for a number of years and learned so much about how Alexa and voice technology helps those living with sight loss,” said Dennis Stansbury, Alexa UK Country Manager. “Independent living is crucially important to everyone, so we were thrilled when RNIB asked Amazon to be involved with this fantastic campaign to help raise awareness – and turn Alexa upside down!"
In a world that has changed for so many, it’s more important than ever we work together to make the world an inclusive place.
So we’re happy to support RNIB in creating awareness of the challenges that people with sight loss face with social distancing.
The Financial Times is one of the world’s leading business news organisations, recognised internationally for its authority, integrity and accuracy. With a paying readership of more than one million, three-quarters of which are digital subscriptions, the FT has led the conversation around a new agenda of responsible capitalism during a time of crisis.
We are committed to promoting equitable employment for blind and partially sighted people in our own workplace - and in response to the economic and social disruption around the globe, we also challenge businesses to play a bigger role in creating a more inclusive and responsible society.
Kellogg’s is really pleased to be given the opportunity to flip our advert upside down on the iconic Piccadilly Circus billboard as part of this important campaign to help draw attention to the impact of social distancing on the sight loss community .
In these unprecedented times we’re all adjusting to new norms and behaviour, but some groups are more challenged than others.
In partnering with RNIB for this particular campaign we want to help raise awareness around how especially blind children and adults have had their everyday life turned upside down. The LEGO Group is dedicated to making the world a more inclusive place, and we’re pleased to have RNIB closely involved in some of our recent projects that aim to make the LEGO play experience more inclusive for children and adults with visual impairment: LEGO Braille Bricks and LEGO Audio & Braille Building Instructions.
Procter and Gamble
We are committed to making our products and advertising accessible for the two million people in the UK living with sight loss. We were the first to introduce audio description to our advertising, which can make a huge difference to helping someone understand the action in our ads as well as better understanding the product benefits.
Our Global Company Accessibility Leader Sam is blind and so knows first hand how we can make sure our brands and workplaces are inclusive. We are proud to partner with RNIB to help raise awareness of the impact that COVID-19 has had on those with disabilities; we loved the creative idea of how to demonstrate their world being "turned upside down", it has real stopping power.
The world has been turned upside down for many blind and partially sighted people; we want to support RNIB in spreading the message of the challenges that people with sight loss face with social distancing.
The Very Group
We’re passionate about supporting our customers and communities. Blind and partially sighted people are facing unprecedented difficulties as a result of the current pandemic. We’d like to play our part in helping to raise awareness of the challenges they face and, in turn, enable them to live their lives fully, equally, safely and happily.