RNIB turns to social to build personality

RNIB is turning to social media to overhaul the perception its brand is “boring, dry and paternalistic” and build a more human personality after realising the charity has an “identity crisis”.


Social is the driver behind the Spot the Signs awareness campaign the charity launched earlier this month to highlight symptoms of age-related macular degeneration (AMD), the biggest cause of sight loss in the UK.

Speaking at the CharityComms digital engagement conference yesterday (27 March) Verity Pillinger-Cork, RNIB web and digital marketing manager, said: “RNIB has an identity crisis. We want to tackle it on social media and create a personality. We want to move ourselves away from being seen as an institution, boring, long-winded, dry and bureaucratic. These are not good words. We want to be seen as more human and personable because we are these things, we just need to shift perceptions.”

“Spot the Signs is a big push to change general perceptions and [social] is an ideal platform to be lighthearted that we can then use on other channels. Personality comes easier on social media. You don’t have time to sit around and decide everything by committee and debate your response.”

The charity has also used Twitter to host a “day in the life of RNIB” campaign which saw the organisation tweet about all its activities over 24 hours to give a better insight into its work. Pillinger-Cork says the campaign was successful in changing people’s views on what the charity does.

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