# Channel 4 & RNIB team up with ads in National Eye Care Week

- Link: https://fundraising.co.uk/2017/09/22/channel-4-rnib-team-ads-national-eye-care-week/
- Published: 2017-09-22T10:00:44+01:00
- Author: Melanie May

**Channel 4 featured a special ad break this week when it teamed up with RNIB alongside
five advertisers to raise awareness of the importance of eye care to coincide with
the launch of [National Eye Health Week](https://www.rnib.org.uk/node/43918/).**

Five ads were broadcast on 18 September during Channel 4’s The Undateables at 9.15pm
and 9.30pm. Each ad used different filters that mimicked five common eye conditions
in the UK – macular degeneration, cataracts, and those caused by diabetes, hemianopia
and glaucoma. The Channel 4 and [RNIB](http://www.rnib.org.uk/) campaign aimed to
be fully accessible and also had audio description for blind and partially sighted
viewers.

> With [@RNIB](https://twitter.com/RNIB?ref_src=twsrc%5Etfw), we present a special
> [@O2](https://twitter.com/O2?ref_src=twsrc%5Etfw) [@PacoRabanne](https://twitter.com/PacoRabanne?ref_src=twsrc%5Etfw)
> [@amazon](https://twitter.com/amazon?ref_src=twsrc%5Etfw) [@FreeviewTV](https://twitter.com/FreeviewTV?ref_src=twsrc%5Etfw)&
> [@Specsavers](https://twitter.com/Specsavers?ref_src=twsrc%5Etfw) ad break, applying
> filters to illustrate eye conditions. [pic.twitter.com/RYkxTCjlvz](https://t.co/RYkxTCjlvz)
> 
> ## Advertisement
> 
>  [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/)
> — Channel 4 (@Channel4) [September 18, 2017](https://twitter.com/Channel4/status/909877197510393856?ref_src=twsrc%5Etfw)

Sophie Castell, Director at RNIB, said:

> “This unique opportunity to work with Channel 4 and some really great advertisers
> will help show viewers different sight loss conditions and what living with sight
> loss can be like. The use of audio description across an entire ad break marks
> a cultural shift in advertising. We are really proud to be part of this exciting
> and rewarding initiative with Channel 4 and the advertisers.”

Jonathan Allan, Channel 4 Sales Director added:

> “Working with RNIB, we aim to illustrate the various perspectives of millions 
> of people in the UK living with sight loss and provide full audio description 
> to all our viewers.”

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