England rugby player Kyran Bracken has launched the Royal London Society for the Blind's new billboard campaign, which aims to make the public more aware of the challenges faced by blind people.
The campaign poster uses an image of four silver cans, captioned "separate the soup from the cat food" in a typeface that resembles Braille. The society hopes that the image will illustrate how the difficulties faced by blind people are compounded because Braille is not available in many situations.
Bracken, who has supported the charity by speaking at events, unveiled the campaign on location at London's Tottenham Court Road shortly before Christmas. The campaign, designed by Saatchi & Saatchi, was made possible by the donation of the billboard space by JC Decaux.