CNIB releases new television ads
By Adnews Staff
Toronto-based CNIB has released two new television commercials as part of its ongoing awareness campaign. The campaign, developed by Cossette Communication-Marketing of Toronto, is intended to counter misconceptions about the organization and promote its services to people living with vision loss. The two new commercials promote the institute's audiobooks and descriptive videos. In the first ad, a woman in a waiting room listens to a story being whispered into her ear by an elfin creature. When her name is called, she removes her earphones, picks up a white cane and walks forward. The second ad is made to resemble a horror movie with a descriptive voiceover. The ads end with the tagline, "There are other ways to see." The TV ads are running in English and French, supported by English-language radio ads as well as bilingual print, transit and poster ads. "This new campaign follows up on the communications program we initiated through Cossette two years ago, which addressed Canadians' false impression that most of the people who use CNIB's services are totally blind," said Wendy Gibbs, vice-president of development and communications at CNIB. "The initial campaign was successful in helping to change people's perception of what CNIB really does. Now we're taking the message further in the same direction by focusing on our products."