How I see is a story-led campaign, we originally launched in August 2016.
With the success of various films in How I See’s first year; we have re-launched the campaign for a second year.
We will open with exploring the spectrum of sight and attitudes towards sight loss, with more to come across the next year.
Everyone sees differently. This ranges from people with perfect sight (or so-called ‘20/20 vision’) to those who see darkness or nothing at all. That said, 93 per cent of registered blind or partially sighted people can see something, which can come as a surprise to the general public. We’re inviting people into our world to explore what sight loss is really like.
This variety of what people can and can’t see can manifest itself in an endless number of visual combinations.
For example, some people may describe having little peripheral (side) vision but have clear central vision.
Others may only be able to make out some areas of colour (little colour perception), may not be able to judge space and distance very well (poor or no depth perception) or are completely blind in the dark (poor night vision, also known as ‘night blindness’).
By talking about – and attempting to visually represent the spectrum of sight – we’re hoping to raise awareness that just because someone is blind, it doesn’t mean they see nothing. Equally if someone is partially sighted, it doesn’t mean they can see fine.
We selected six members from across our RNIB Connect community to take part in the How I See campaign.
We spoke to a broad range of people to find our film subjects. We asked on social media for people to get in touch and volunteer, asked our colleagues across the UK to speak to their local networks and spoke to our customer panels and contacts. We had an overwhelming and positive response!
We didn’t want the film to be too long, confusing or overwhelming, so we decided to use six people and chose a diverse mix of people from around the UK.
The campaign started in 2016, from conversations with several members of our community. They told us they were frustrated about the lack of public understanding about the nature of blindness and partial sight.
Since then we’ve created not only the original How I See film, but several other campaign phases to address misconceptions around sight loss. These include blind dating, blind mums, run your race, and most recently the cane explained.
We tried to reflect a variety of eye conditions in our campaign, including those that are more prevalent. We could not cover the more than 200 in How I See film, but we welcome people sharing their own ‘How I See’ how they want to – be it with a vlog, blog, audio post; using the hash tag #HowISee.
There are over 200 different eye conditions. We’ve tried to be as representative as possible by including some of the most common ones, as well as showing dual sensory loss (like Usher syndrome) and some lesser- known conditions.
With so many eye conditions, we could never cover them all in one campaign – but we’d love to hear your experience of living with yours.
To illustrate the spectrum of sight, we stepped into six blind and partially sighted people’s world and essentially looked through their eyes for the film.
We asked each of the six people featuring in the film to describe how they see and created a bespoke visual filter to give an impression of their vision.
These are by no means definitive visualisations of the conditions that each person has – that’s simply not possible, as everyone sees differently.
We recently worked closely with Channel 4 where five brands (O2, Paco Rabanne, Amazon, Freeview and Specsavers) produced an ad break takeover.
The ad break, which you may have spotted during The Undateables, illustrated five main eye conditions and how they can affect your vision.
The campaign will continue across the next year. We’ll be focussing on the different eye conditions, the spectrum of sight and more broadly, attitudes towards sight loss.
We’ll also start to consider topics that blind and partially sighted people have told us are important to you in your everyday life.
Through a new video for each topic, our cast will take us through areas within these which particularly resonate with them. Watch this space and follow us on social media for more information.
RNIB Connect is a growing community that brings together over 30,000 blind and partially sighted people, their families, friends and carers.
Meet others with similar experiences, share information and bring people together in our helpful, welcoming and supportive community.
Want to be the first to receive the newest stories? Sign up to RNIB Connect to receive free communications in the format of your choice. It’s up to you what you subscribe to, and you can change your preferences at any time by contacting the Connect team.
If you’ve been affected by sight loss, could benefit from help or support or would like to find out more information about a specific condition, visit our eye health section.
You can contact the RNIB Press team for any media enquiries relating to the How I See campaign.
Call 020 7391 2223 or email [email protected] and one of the team will be happy to speak to you.
We have a range of both digital and print resources available to support the campaign.
Whether you want to download digital resources or request print materials like posters, the How I See page is a hub for everything you need.
We have opportunities for everyone to take part. Whether you’d like to share a video discussing how you see, want to write a blog or have other ideas, we’d love to hear from you.