Raising awareness of sight loss with LADBible
When we found out that only 2 in 5 people in the UK feel they have a good understanding of the lives of blind and partially sighted people – we knew we had to do something about it.
In response, RNIB and LADbible Group collaborated on Blind Hijackers, a groundbreaking campaign designed to challenge perceptions of blind and partially sighted people. As part of RNIB’s #BeforeYouAsk initiative, the campaign took over LADbible’s platforms, integrating blind and partially sighted voices into five of its most popular formats.
By placing blind and partially sighted creators at the forefront of culturally relevant content, the campaign encouraged audiences to see beyond sight loss and find common ground through shared passions. This was the first-ever full accessibility-focused takeover of LADbible, reinforcing their commitment through screen-reader compatibility, alt text, and accessibility training.
The campaign resonated with those who experienced it, with over 300,000 engagements with the content. Importantly, results showed that people’s knowledge and perceptions of sight loss changed as a result – which is exactly what we were aiming for.