Hijackers

Client: RNIB

The RNIB Hijack was a bold, inclusive collaboration that put blind and partially sighted (BPS) creators at the forefront, challenging outdated perceptions of sight loss. With only 40% of the public feeling informed and BPS people facing 5x the likelihood of unfair treatment, this campaign sought to change the narrative.

Through a creative partnership with LADbible Group, BPS talent took control of its largest platforms, authentically sharing passions and everyday life. From coaching sighted players in blind football to delivering clever life hacks in relatable formats, content was designed to resonate with younger audiences across key social channels.

This inclusive, platform-native approach not only entertained, but educated—humanising BPS experiences and shifting perspectives at scale.

Accessibility was a foundational principle of the entire collaboration. From the outset, every piece of content was designed to be fully accessible - tailored for screen-reader compatibility, enriched with alt text, and built with inclusive design in mind. Behind the scenes, teams across partner organisations received dedicated accessibility training to ensure they could confidently and consistently create content that was welcoming and usable for all audiences. This commitment elevated the campaign beyond content and embedded long-term inclusive practices within mainstream media workflows.

The results speak volumes: 40M+ impressions, 73% of viewers reporting increased awareness of BPS individuals, and a 7pp uplift in belief that BPS people can lead equally full lives. The campaign demonstrates that when you put underrepresented voices at the centre of your media strategy, perception shifts - and real inclusion follows.