RNIB is using an animated online game to raise funds for its Look Loud initiative.
Initially designed to raise cash for the annual Look Loud fundraising event, held last week, the charity hopes the game will raise money for the campaign throughout the year.
RNIB commissioned digital agency BlueWave to design a web site (lookloud.bluewave.com) where users can dress up a cartoon character in various garish items of clothing and email the finished result to friends and family. At the end of the game, recipients are encouraged to make an online donation.
"We're trying to introduce an element of life into fundraising,
said Gareth Edwards, national fundraising development manager. "People respond very positively to humour. This campaign will help us reach new audiences and boost our email supporter database,
Edwards said that the charity would continue to integrate online activity into future fundraising projects.