RNIB takes to road with 'ageing' photo booths

The RNIB is embarking on a hard-hitting campaign to show what unhealthy lifestyles can do to people's eyesight.

The Open Your Eyes Tour will see the charity stage a series of two-day shows in 12 UK cities. ‘Virtual ageing booths’ will be set up in shopping centres, and members of the public will be invited to answer questions about their lifestyle. The booth will take a picture of them, ‘ageing’ the image to show participants what they will look like when they are 70.

RNIB news group manager Paul McDonald said seeing the image would illustrate the importance of a healthy lifestyle in keeping the body in good condition. A voice-over in the booths has been recorded by broadcaster Sir Trevor McDonald to ‘add an air of authority’.

‘Up to two million people in the UK are at risk from preventable sight-loss, but they could reduce that risk by taking care of themselves,’ said Paul McDonald.

‘We are going to drive footfall through regional media, and set up a stand in front of the booths to give people advice and information about keeping their eyes in good condition.’

He added that regular eye tests can catch conditions before they develop into something more serious, while giving up smoking and eating a balanced diet help prevent diabetic retinopathy and glaucoma.

Regional media relations will be backed up by activity targeting the nationals, and journalists are being invited to visit the booths.

The first demonstration will be at Bristol’s Galleries Shopping Centre this Friday (30 June), followed by events at cities including Birmingham, Leicester, Leeds, Manchester and Edinburgh. The roadshow concludes at Newcastle’s Metro Centre on 17 November.

The tour is the second phase of the Open Your Eyes campaign launched in January (PRWeek, 27 Jan).

Booth: shows people what they may look like at 70

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