Negative to the extreme: the problematics of the RNIB’s See the Need campaign

This article reports the findings of research about the RNIB’s recent advertising campaign. Under the methodological rubric of Critical Discourse Analysis, two paradigms were applied as research instruments: an advertising aesthetic was used in the primary analysis; and the tripartite model of disability was used in the secondary analysis. This analysis of various texts culminated in the conclusion that the RNIB’s campaign is fundamentally contradictory, in danger of contributing to problematic social attitudes and thus hindering the very people it sets out to help – an issue greatly complicated by the organisational involvement of people registered as blind and partially sighted.