The solitary child in the playground standing on the sidelines while all around enjoy sport is the emotional hook in Action for Blind People's latest direct mail campaign. Every child, the charity argues, should have the right to play sport but because it is denied to many blind or partially sighted people, they miss out on a lot of fun and suffer confidence problems.
The theme is apparent even before the mail-shot, which is being sent to 200,000 warm donors (people recruited within the last two years), is opened.
The envelope shows a child holding a ball with the strapline "Will you give a child a sporting chance?
Inside are leaflets explaining the needs of partially sighted people and a case study highlighting at a personal level the value of sport.
The charity is trying to establish a nationwide network of sports clubs, known as Actionnaires Clubs, and hopes the campaign will yield £225,000 towards its goal. An Actionnaires Club already exists in Kent with Yorkshire and Lancashire to follow suit.
Children in Need and the Primary Club, a cricketers' charity, both pledged funding for the sports projects. Steve Daley, captain of England's visually impaired football team, who is working with Action for Blind People to develop the clubs, is featured on the mail-shot.
The charity used the sporting message during a telephone appeal timed to coincide with the football World Cup that encouraged regular givers to upgrade to standing orders. Now it is employing the same tactics in written form.