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CNIB breaks awareness campaign

CNIB, formerly the Canadian National Institute for the Blind, has begun a television advertising campaign intended to change the perception among Canadians that most of the people who use the organization’s services are completely blind. According to the institute, nine out of 10 of its users have some form of vision while only 10 percent are without sight. The campaign consists of two commercials, created by Cossette Communication-Marketing of Toronto. In the first, a young woman with dark glasses and a white cane walks down a city street. After she passes a good-looking construction worker, she turns to get another look. A voiceover says, “Not everyone who looks blind is totally blind.” In the second ad, two young men stand on a street corner in front of a man with dark glasses and a white cane. One waves his hands in front of the man’s glasses and gestures at his friend before turning to cross the street. As they go, the man mimics these gestures to the backs of their heads. The ads are part of a new marketing program launched by CNIB to raise public awareness of the institute’s work.

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