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These Re-Branded Everyday Objects Highlight the Ingenuity of People with Sight Loss

Advertising Agency
London, UK
The&Partnership launches campaign for the Royal National Institute of Blind People and the Design Museum to coincide with International Day of Persons with Disabilities
The Royal National Institute of Blind People (RNIB) and The&Partnership London launched a series of ‘See Differently’ products in partnership with the British Design Museum, to coincide with the United Nations ‘International Day of Persons with Disabilities’ (3rd December) and the museum’s ‘Diversity in Design’ panel. 

The&Partnership London has worked alongside RNIB, taking existing everyday objects and re-branded them to reflect the way they are used in ingenious life-hacks shared by people with sight loss. 

The range of products turn the concept of accessible design on its head – with the users becoming the designers, through need and ingenuity. 

The products include: 
  • Veggie Slicer – using an afro comb to cut vegetables with precision and without risk of slicing your fingers.
  • Nail Protector – a simple scrape along a bar of soap prevents any dirt from getting underneath your finger nails when partaking in dirty work like gardening.
  • A sock can be repurposed as a Small Item Finder once paired with a hoover hose; becoming an innovative tool to locate small items that have been dropped on the floor including jewellery, coins, keys etc. 
  • And finally, blind and partially sighted sighted people have identified a genius Shoe Organiser, using a hair clip keep their shoes in their correct pairs.
Martin Wingfield, head of brand, RNIB said: “Our brand campaign has challenged misconceptions surrounding sight loss whilst showing that people with sight loss live perfectly normal lives. We wanted to build on our campaign by showing that sight loss doesn't mean stopping doing the things you love. We were really impressed when we heard the ways the community adapt everyday tasks and wanted to shine a spotlight on this ingenuity.” 

Yan Elliott, joint executive creative director, The&Partnership London said: “The innovative ways people with sight loss approach everyday tasks also raises the interesting question around purposeful design – these products were initially designed with one purpose in mind, but through human creativity are being repurposed and redesigned in the imagination of the users, to fulfil a different purpose.” 

Jane Manley said: “As a blind person I have to find clever ways to organise and manage my day to day life. Hacks like these are simple yet incredibly useful for me to maintain my independence, and what is great, is that my sighted partner finds them useful too.” 

All products will be sold at The Design Museum Shop in-house and online here and in RNIB’s UK store and website. All proceeds go to the charity.
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