HIJACKERS

The RNIB Hijack was a bold and game-changing creative collaboration that shattered stereotypes about blindness, putting blind and partially sighted (BPS) creators front and centre. With only 40% feeling informed about sight loss and BPS individuals facing five times the risk of unfair treatment, this initiative flipped the script. It handed the mic to BPS creators, letting them take over LADbible’s biggest platforms to share their passions and everyday experiences in fresh, relatable ways.

From coaching sighted players in blind football to sharing ingenious life hacks in ‘Get Ready with Me’ videos, these creators used humour and familiar formats to bust myths and make millions rethink sight loss. Their authentic, entertaining content encouraged audiences to See Sight Loss Differently. And for the first time content accessibility was prioritised, with an ongoing commitment to accessibility undertaken through training and upskilling of teams at LADbible. The results were game-changing. With 40M impressions the campaign didn’t just inform, it shifted perceptions with 73% agreeing they are now more aware of BPS people, and a 7pp increase in the belief that BPS individuals can lead as full a life as fully sighted people. All proving that passion has the power to change perceptions.