RNIB Letter from Santa: Ensuring every child is included in the magic of Christmas

Agency: John Ayling & Associates

RNIB (Royal National Institute of Blind people), the UK’s leading sight loss charity, wants to make the world a more accessible place for those with sight loss. RNIB’s Letter from Santa service delivers his letters – in formats like braille and audio - to children with visual impairment from Santa to share the magic of the festive season. Our job was to raise awareness of the campaign, drive donors and, ultimately, get these magic letters to more children across the UK.

By championing the campaign’s star - 12 year-old braille-user Keira Mills - and key media innovations and partnerships, including a media-first by creating the UK’s first ever braille national newspaper cover on Metro, we surpassed our targets. We boosted donations, brand metrics and, most importantly, delivered letters from Santa to one in four children who read braille, spreading the magic of Christmas further.

Video link: https://bit.ly/JAARNIBLetter