RNIBS Response

I’m just back from a volunteer event in Derry so this will be quick. I got this post from RNIB today. I don’t know what to make of it!

Dear Torie,

Thank you for your email to Royal National Institute of Blind People
(RNIB). I am sorry for the delay in replying to you.

RNIB’s ‘Help Emma’ advert was a fundraising appeal explaining the vital
work of RNIB in supporting blind and partially sighted people across the
UK. It tells the story of nine-year old Emma, her experience of sight
loss, and the support she received from RNIB, particularly through the
talking books programme. We were inspired to develop the advert after
receiving a heartfelt letter from a young girl thanking RNIB for the
support that she’d received.

We felt this was a wonderful opportunity to tell a real-life story of
one young girl and her family. We do, however, take very seriously our
responsibility to reflect the many and varied experiences and life
situations of people who are blind or partially sighted. Therefore,
across all our RNIB communications we show a wide range of individuals
and illustrate many different aspects of people’s lives, including the
challenges and achievements.

Blind and partially sighted people are central to our work. Sight loss
can occur at any age and every individual’s experiences will be
different. Although some people cope, and indeed may cope well, with
sudden sight loss, others find it a very traumatic experience and need
support from organisations such as RNIB. Whilst people may have
different experiences throughout their life, our ambition, as we know it
is yours, is that each person who is blind or partially sighted has the
same opportunities as anybody else. Our commitment to this goal remains

Blind and partially sighted people are central to our work and helped
shape this advert. However we are very keen to receive feedback on this
and all of our films which depict the many different experiences of
sight loss in order to increase the public’s understanding. We are
grateful for the engagement and feedback that the video has provoked,
and, moving forward, will use your constructive feedback in the spirit
in which it was given.

We very much appreciate the time you have take to share your thoughts,
thank you.

If you have any further queries, or would like to know more about our
work and how you could help support us, please do not hesitate to
contact our Fundraising Support and Enquiries Team on 0845 345 0054
(Monday to Friday, 9am to 5pm) or email

Kind regards
David Ireland
Fundraising Support and Enquiries Team
RNIB (Royal National Institute of Blind People)


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