CNIB sees things differently

Click to play ad (3 MB)

The Canadian National Institute for the Blind proves there is more than one way to see things with its latest national awareness campaign.

The latest effort, created by Cossette Communication Group in Toronto, includes two 30-second public service announcements, radio, print, transit and out-of-home posters.

This is the second advertising initiative from the agency, since it set out to debunk misconceptions about vision loss and the services offered by the not-for-profit organization, two years ago.

Unlike the previous effort, this campaign focuses on the products CNIB provides—audio books and descriptive videos—to remind those with vision loss that there is help, said Cossette copywriter, Tom Greco.

Greco and art director, Colin Brown, decided to shift the focus to the wide range of products available, now that Canadians are more familiar with the CNIB brand, he said.

Click to play ad (3 MB)

In one spot, a woman is shown in a waiting room with a slight grin on her face. An elf-like creature appears beside her, eagerly whispering a narrative in her ear. The woman’s name is called and she interrupts the elf’s dialogue when she takes out her earphones. She then grabs her white can and walks off.

A voiceover says: “Thousands of audio books,” followed by the super, “There are other ways to see.”

The second commercial spoofs slasher films—graphically described—to illustrate the descriptive videos available at CNIB.

“The initial campaign was successful in helping to change people’s perception of what CNIB really does,” said Wendy Gibbs, CNIB vice-president of development and communications in a release. “Now we’re taking the message further by focusing on our products.”