RNIB calls advertising review after splitting with St Luke's

RNIB: ‘the time is right to move in a new direction’
RNIB: ‘the time is right to move in a new direction’

The Royal National Institute of Blind People is reviewing its estimated £1.5 million advertising account.

The charity is looking for an agency through the intermediary Creativebrief.

St Luke's is the incumbent on the account and has worked with RNIB for eight years but is not repitching. The agency won the business from JWT after a five-way pitch.

The review comes as the charity looks to refine its strategy over the next five years. RNIB has previously focused on donors but will look for a new brand message to also target beneficiaries, which significantly contribute to the charity.

Vicki Cookson, the head of marketing and communications at RNIB, said: "Having enjoyed a successful working relationship with St Luke's over the course of the past eight years, we have decided that the time is right to re-evaluate our communications and move in a new direction."

Next week, RNIB is launching a 90-second TV ad that asks viewers to donate £3 per month to enable the charity to support blind and partially sighted people.

Voiced by the Downton Abbey actor Jim Carter, the ad was inspired by a letter from a 12-year-old girl who had lost her sight but continued to attend school.

The letter thanked RNIB for its national Talking Book Service, which allowed her to read with her friends.

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