UK TV channel airs groundbreaking sight loss adverts
In a bid to raise awareness of eye health during National Eye Health week, UK based charity RNIB worked with broadcaster Channel 4 to add filters to an ad break aired last night, demonstrating the ways in which different vision conditions affect people's eyesight.
A series of 5 ads, scheduled during TV programme The Undateables, each showed the visual effects of the most common eye conditions in the UK - macular degeneration, cataracts, eye conditions caused by diabetes, hemianopia and glaucoma.
The ad break was repeated later during the show with the addition of audio description; making it accessible to people viewing with sight loss.
There are 2 million people living in the UK with sight loss, and the RNIB estimates that 1 in 5 people will be affected by sight loss in their lifetime; though in many cases this could be avoided. National Eye Health Week aims to raise awareness of eye conditions and encourage people to look after their eye health, starting with booking an appointment with an optician. This year, National Eye Health weeks runs from 18 to 24 September. Find out more on the RNIB website.
If you or someone you know is already affected by sight loss and would like to find out more about using a computer in an accessible way, find out how Dolphin can help on our product pages, or call us on 01905 754577.