Digital round-up: Channel 4 screens special adverts for National Eye Care Week

Plus: an Instagram campaign for Alzheimer's Research UK

Channel 4 viewers were this week able to experience the impact of sight loss with a series of adverts created in collaboration with the RNIB.

The broadcaster and the charity worked alongside five advertisers to raise awareness of the importance of eye care, to coincide with the launch of National Eye Health Week. Broadcast during C4’s The Undateables programme, each advert used different filters that mimiced five common eye conditions in the UK. Audio description for blind and partially sighted viewers was included in the adverts.

Jonathan Allan, sales director at Channel 4, said: "Working with the RNIB, we aim to illustrate the various perspectives of millions of people in the UK living with sight loss and provide full audio description to all our viewers. We hope this latest idea continues Channel 4’s legacy of delivering original, creative campaigns that focus on accessibility."

alzheimers

Four daughters have shared candid photos on Alzheimer’s Research UK’s Instagram account about how they care for their mother, who has dementia.

Lauren, Tilly, Ruth and Harriet Hewitt have documented their mother Laura’s life through an Instagram blog called @dayinthelifeoflaws, which is filled with a range of posts about her living with a rare form of dementia, posterior cortical atrophy. The sisters operate a "tag team" of caring, with other relatives also helping out.

Posts on the Instagram account include images of family life and trips out, as well as more distressing moments captured on video and a scan of Laura’s brain, which was used for research; the image clearly shows how her brain has shrunk because of the disease.

Lauren Hewitt said: "I feel very lucky that there are enough of us that we can tag in. We figure it out day by day and my aunt often helps as well. We just hope our Instagram account raises awareness of what is happening to families around the world."

Brain scan

Tim Parry, director of Alzheimer’s Research UK, said: "We can’t thank the Hewitt family enough for sharing their story to raise awareness of posterior cortical atrophy and the need for more research into the rarer forms of dementia.

"The Hewitts are a perfect example of a family living well, despite the many challenges of dementia, and Alzheimer’s Research UK aims to battle the stigmas associated with the condition."

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