UK TV channel airs groundbreaking sight loss adverts
Summary
In a bid to raise awareness of eye health during National Eye Health week, UK based charity RNIB worked with broadcaster Channel 4 to add filters to an ad break aired last night, demonstrating the ways in which different vision conditions affect peoples eyesight. A series of 5 ads, scheduled during TV programme The Undateables, each showed the visual effects of the most common eye conditions in the UK - macular degeneration, cataracts, eye conditions caused by diabetes, hemianopia and glaucoma. The ad break was repeated later during the show with the addition of audio description; making it accessible to people viewing with sight loss. There are 2 million people living in the UK with sight loss, and the RNIB estimates that 1 in 5 people will be affected by sight loss in their lifetime; though in many cases this could be avoided. This year, National Eye Health weeks runs from 18 to 24 September.
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