A crew swap between Blind Foundation clients and members of MediaWorks’s Newshub team has demonstrated what people living with low or no vision can achieve with support.
The two-and-a-half minute awareness campaign, from YoungShand, tells how members of the news crew who normally deliver the news were swapped out with three Blind Foundation clients living with no or low vision.
The Blind Foundation and Newshub provided the crew with the training and support necessary as they worked across a range of essential newsroom roles such as digital news producer and graphic designer.
The crew swap was live on air on Newshub during the 6pm news broadcast on October 29. The news story, fronted by reporter Mitch McCann, revealed the crew members involved in the swap.
Anne Boothroyd, creative director at YoungShand, says on a limited budget, it needed an idea that would not only drive “mass awareness of the Blind Foundation’s services but also live up to their vision of enabling ‘a life without limits’ for people who are blind or have low vision.”
Emma Dalton, Client Service Director, YoungShand added that is a credit to its clients and the team at YoungShand and MediaWorks that “we were able to create this unique campaign that played out within the newsroom environment and was launched live, as part of the 6 pm news.”
Louise von Sierakowski, general manager marketing at the Blind Foundation, says it had heard that many people with sight loss don’t know that it is here to help.
“The awareness campaign had the seemly simple objectives of sharing who we are, what we do, and who we can support. With a tight budget, a broad service offering, and a wide target audience it was a tough brief. In addition we wanted accessibility to be built into the campaign design from the outset. The talented and creative team at YoungShand took this in their stride, apparent in the strength of the crew swap idea."
She added that the team at YoungShand have been “collaborative, solution-focused, and time after time have gone the extra mile to ensure the best result.”