ROYAL NATIONAL INSTITUTE OF BLIND PEOPLE
SIMPLICITY TOUCHES THE HEART
Reading is a special experience. The word and the mind fuse with infinite possibility. Blind and partially sighted children are shut out of this magical world - there's no Gruffalo, Harry Potter or Peter Pan. And therein lied the conceptual execution. So simple but effective. We created a series of famous children's illustrations with the main characters removed – leaving a blank void. The need and importance of RNIB's Talking Books was established.
The outer of the mailer, and the brochure within, communicated a literal interpretation of the abstract problem. The long copy letter bright emotion to the fore – explaining what Talking Books meant to little Ruth. For once we also had a very simple problem-donation-solution model. Catharsis was there. In terms of Talking Books, this was RNIB's most successful direct mail fundraiser at that time.
COLOMBO
LONDON