# RNIB launch Scared Senseless appeal around Halloween

- Link: https://fundraising.co.uk/2004/09/05/rnib-launch-scared-senseless-appeal-around-halloween/
- Published: 2004-09-05T23:00:00+01:00
- Author: Howard Lake

Royal National Institute of the Blind (RNIB) has adopted Halloween for a national
fundraising appeal under the ‘Scared Senseless’ campaign title. 
RNIB has been looking
to run an annual fundraising appeal and has chosen to tie it in with Halloween.

Ann Paul, RNIB Development Director, explained that “RNIB has adopted Halloween 
under the Scared Senseless banner to drive home some key messages about the RNIB
and sight loss at a time when people are having some harmless wicked fun to raise
funds to help those devastated by sight loss.”

She added: “in the UK 90% of people say that, of all the senses, sight is the one
they are most scared of losing.”

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RNIB has appointed Haggie Hepburn to help develop awareness of the Scared Senseless
campaign and encourage the media to support the day of action in the week running
up to Halloween. They will work with Hannah Arbeid of 100Watt Consulting, who has
developed the concept and will project manage the campaign.

Ann Paul said: “We asked Haggie Hepburn to develop a fundraising theme for us to
hang a fun annual appeal on. They identified Halloween as a time when people want
to get out and have some fun and we decided to adopt it for the RNIB as a national
fundraising day of action after some initial focus group work with our stakeholders.
Halloween is growing in popularity in the UK as a time for parties and dressing 
up – not just for kids but for adults too. Harnessing that and making it work for
the benefit of RNIB is the key to the Scared Senseless campaign.”

Creative consultant Hannah Arbeid said: “Responses from RNIB community fund-raisers
have been spectacular; they can all see the potential for local fund-raising events:
from Blair Witch style treasure hunts to sponsored sit-ins in haunted castles and
fancy dress Halloween Balls. We are due to complete a major mailing to independent
high street retailers in the coming weeks.”

RNIB is approaching major corporations to back the Scared Senseless campaign, including
major pub chains, national caterers, drinks brands and telephone companies. It is
also engaging with TV and print media to support the campaign with competitions,
coverage and sponsorship.

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