The Royal National Institute of Blind People (RNIB): Age-Related Macular Degeneration

Credits & Description:

Brand: RNIB (The Royal National Institute of Blind People)
Director of Fundraising and Marketing: Steven Greenberg
Head of Brand and Marketing: Martin Wingfield
Brand Manager: Mimi Plastiras
Marketing Officer: Arabella McGinness

Agency: CHI&Partners
Joint Executive Creative Director: Yan Elliott
Creative Director: Angus Vine
Creatives: Ben da Costa, Helen Rogerson
Head of Art: Marc Donaldson
Studio Manager: Peter Kappes
Design Director: Jamie Bennett
Designer: Richard Forder
Post Production Assistant: David Thomas
Motion Graphics Artist: David Burns
Planner: Sarah Clark
Producer: Lucy Avent-Wells
Business Director: Alex Best
Account Director: Chris Doggett
Account Manager: Kitty Burroughes
Experiential Company: Muster
Director: Tom Rutter & Alec Braun
Production Company: MPC Creative
Interactive Creative Director: Andre Assalino
Executive Producer: Dan Phillips
Digital Producer: Sinead Catney
Lead Unity Developer: Vitor Castanheira
Lead iOS Developer: Tim Porteous
Karaoke Supply Company: Sunfly
Director: Colin Simmons
Synopsis:
CHI&PARTNERS JOINS FORCES WITH MUSTER, MPC CREATIVE AND SUNFLY
TO CREATE GLASTONBURY ‘KARAOKE EYE TEST’ EXPERIENCE FOR RNIB
TUESDAY 20TH JUNE 2017: CHI&Partners has partnered with The&Partnership’s experiential agency muster, content creation studio MPC Creative and global karaoke supplier Sunfly to create an interactive experiential event at Glastonbury for the Royal National Institute of Blind People (RNIB) – aiming to engage a new, younger audience of festival-goers.
To mark RNIB’s year as the official health charity partner for Glastonbury Festival, the ‘Karaoke Eye Test’ aims to remind the 200,000 festival-goers of the importance of getting regular eye tests by showing them what it could be like to experience poor vision and sight loss – all through the medium of karaoke.
The RNIB Karaoke Eye Test tent, situated directly next to the Pyramid Stage, will put the vision of Glastonbury-goers to the test by giving them the chance to perform their favourite karaoke songs – but with the lyrics on-screen decreasing in size line by line, as if it were a traditional eye test.
The Karaoke Eye Test will also expose festival audiences to the experience of sight loss by applying filters to the screen, simulating the effects of eye conditions which can be prevented through early detection, such as glaucoma, diabetic retinopathy and age-related macular degeneration (AMD).
At the end of each performance, karaoke singers and their friends will be given eye health tips, and encouraged to have their eyes tested when they return from the festival and every two years thereafter.
Nearly half of all cases of sight loss in the UK are preventable[1], but according to research conducted by YouGov for RNIB, one in four adults in the UK have not had their eyes tested in the last two years or at all[2].
Sally Harvey, RNIB Chief Executive, said: “Glastonbury is such an iconic festival, and we’re excited to be part of the line-up for 2017. Thousands of music lovers will be descending on Worthy Farm this week, and we hope lots of them will come and see us to find out how to look after their eyes.
“The RNIB Karaoke Eye Test is a brilliantly fun, interactive idea to turn heads and draw crowds at Glastonbury, all while tapping into the sights, sounds and general ethos of the festival. It’s a fantastic and memorable way of getting a whole new audience of Glastonbury-goers on board with our mission of improving the eye health of the nation, and reminding them of the importance of having regular eye tests.”
Yan Elliott, Joint Executive Creative Director at CHI&Partners, said: “We’re really proud of our Karaoke Eye Test. Working with muster, MPC Creative and Sunfly, we’ve brought together a great idea. It’s a fantastic experience involving clever tech, all wrapped up in the fun of karaoke. What people don’t realise is that nearly half of sight loss can be prevented – we hope this idea will help encourage people to have a regular eye test. Every two years I am reliably informed!”
Michael Eavis, founder of Glastonbury Festival, said: “As I’ve got older, I’ve become more and more aware of the importance of looking after my eyes, and I don’t want to miss a trick! In light of this, I’m delighted that we’re working with RNIB this year, and hope that lots of festival-goers will stop by the charity’s stall near the Pyramid Stage to find out more about how they can protect their sight.”
The Karaoke Eye Test simulation works through a bespoke app created by MPC Creative, with a database of over 100 karaoke songs and respective lyrics. MPC Creative also created a separate iPad app which will allow staff to record and capture festival-goers’ performances and upload them straight to RNIB’s Facebook page.