Film tackles sight loss myths

Lead character Ava learns how to live with sight loss

The tale of a teenage girl coming to terms with her condition challenges outdated attitudes, urging us to ‘see the person, not the sight loss’. 

The main barrier faced by blind and partially sighted people is public misunderstanding, research for the RNIB revealed. The two-minute story, addressing the myths, was released in a commercial break during Coronation Street. A 30 second version runs throughout the campaign on both live TV and video on demand. A longer version is available here   

It shows the impact of sight loss on everything from education and relationships to mental and physical health. The main character, Ava, regains her confidence with the help of an RNIB eye care liaison officer and support from friends, family and educators.

Lead actor Eli London drew upon their own personal experiences of childhood retinoblastoma, which caused monocular vision. The film promotes accessibility with a multi-layered soundscape, accompanied by Thom Yorke’s solo version of Radiohead’s Videotape.  

Martin Wingfield, RNIB director of brand, said: “We need to explode the myths and misconceptions around sight loss which lie at the heart of many of the challenges blind and partially sighted people face – both every day and throughout their lives.

“This campaign is one of the biggest RNIB has ever run, and one of the most important. We want everyone this campaign reaches to understand that even small actions play a big part in giving blind and partially sighted people the opportunity to live the lives they want to.”

The film will also feature on Channel 4’s Gogglebox on 14 October. Shorter social videos during the campaign aim to change specific elements of public behaviour, including problematic first encounters such as offering help, fair employment opportunities and clearing street obstacles.