Most disabled people will tell you that it is not their ‘impairment’ that stops them from living a full life: it’s public attitudes. But these are notoriously difficult to change.

After qualitative research and implicit association tests with members of the public, we found that people had narrow views of what someone living with sight loss can and can’t do, and that they tended to view blind people in terms of damaging and restrictive archetypes. No one was invested in unpleasant prejudices; they simply lacked empathy.   

Our insights led RNIB to refocus its entire corporate strategy on changing public attitudes and removing day-to-day barriers to participation. They fed into a new corporate identity, refreshed logo and strapline, as well as RNIB’s best ever public education campaign and a lucrative partnership with Amazon Alexa. RNIB smashed its fundraising target.

Accolades

Versiti and RNIB earned accolades for this important work:

MRS 2021 I ‘Virginia Valentine’ Cultural Insights I Winner

AURA 2020 I Insight Impact I Finalist