The Royal National Institute of Blind People (RNIB) is launching a 90 second advertising campaign this week created by integrated agency Kitcatt Nohr Digitas and inspired by a letter written by a 12 year old girl.
Emma sent a thank you letter to the RNIB to for their help finding the joy of reading through Talking Books so that she could read with her friends; after she lost her sight when she was just before her seventh birthday, and was diagnosed with Stargardt Disease.
Wanda Hamilton, group director of fundraising at RNIB, said: "Emma's letter was so lovely, it reminds us all why we do what we do, and that we make an essential difference to people lives. This advertisement conveys the important role we can play helping people of all ages and why it's so important that people support us - so that we can reach everyone who has sight problems."
The advert, which asks for donations, was voiced by Downton Abbey star Jim Carter, who offered his time for free.