Christmas Campaign 2017



Imagine a Christmas without The Snowman, The Nutcracker, or The Night Before Christmas.

RNIB’s first creatively integrated Christmas campaign saw nine-year-old Lily-Grace lead a quest to track down new Talking Books – and open up a world of stories for blind and partially sighted children all over the UK.

The campaign targeted warm supporters with direct mail. Cold prospects engaged online, where a magical animated film brought the story to life.

The campaign raised a total of £405,711, and the percentage income raised from online channels was higher than ever before. It also generated an unprecedented amount of positive feedback from RNIB supporters, with messages of support flooding in for both Lily-Grace and Talking Books.

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