Blind Hijackers

Client: RNIB

A common misunderstanding about blind and partially sighted (BPS) individuals is that their sight loss defines who they are. In truth, they lead rich, diverse lives—working, dating, playing sports, gaming, and creating—just like anyone else. The real challenge lies not in their abilities, but in how society perceives them.

Blind Hijackers was a groundbreaking content collaboration with LADbible that flipped this narrative by putting BPS creators front and centre. Using popular LADbible formats, the campaign showcased their everyday lives with authenticity and humour, shifting sight loss from being seen as a limitation to simply a different way of experiencing the world. From coaching sighted players in blind football to sharing clever life hacks in engaging ‘Get Ready With Me’ videos, the content broke down stereotypes through relatable storytelling and familiar entertainment styles.

Rather than relying on statistics or sympathy, the campaign’s content leveraged genuine voices and culturally relevant formats to challenge misconceptions. The result was a powerful, large-scale change in attitudes, with over 40 million impressions and 73% of viewers reporting greater awareness of BPS lives. Additionally, belief in the ability of BPS people to live full, active lives increased by 23 percentage points—proving that well-crafted, authentic content can do more than inform; it can transform mindsets.