During lockdown, blind and partially sighted people were facing greater difficulty in getting out and about safely as well as dealing with increased feelings of isolation. Vision Foundation, London’s leading sight loss charity, tasked 2112 to help them engage with more people on social media to highlight these difficulties during unprecedented times.

PURPOSE

The initial brief was to produce a series of static Facebook ads. However, we spotted an opportunity to deliver a campaign with more cut through – a unique video ‘Vlogging’ campaign via Facebook, called ‘Blind Lockdown Life’.

We quickly got to work, interviewing and recording people over Zoom, which enabled blind and partially sighted people to tell their stories of lockdown directly to our audience. This meant they got to hear their experiences first-hand, instead of via a manufactured campaign. This created a series of moving and real accounts, sometimes very detailed and sometimes even funny, but always honest. Users could then connect further via Facebook donor/data capture to drive engagement of audiences with the charity.

PERFORMANCE

The campaign attracted celebrity endorsements from the likes of Philip Schofield, Matthew Wright and Stephen Fry and the main face of the campaign was interviewed by Al Jazeera News and the LBC Radio on several occasions.

‘Blind Lockdown Life’ is another example of work with purpose and demonstrates what we can achieve on a tight budget.

65% INCREASE IN VISION FOUNDATION’S FACEBOOK AUDIENCE

71% INCREASE IN SOCIAL MEDIA FOLLOWERS 12K MORE WEBSITE VISITS