What is it?
Actor and writer James Corden has lent his comedy skills to the charity in a spoof advert called The Feel Bad Four. The film was shot by the photographer and director Rankin.
The video takes a tongue-in-cheek look at the different techniques that charities adopt when they produce charity adverts.
What happens in the advert?
Corden speaks to the camera and a silent behind-the-scenes film crew throughout the film. In it, he tries out four techniques that he says typically feature in charity advertising: guilt, comedy, empathy and shock. Each one is vetoed by the film director until he agrees to "level with the audience" and tell them how simple it can be to cure blindness in the developing world.
Watch the video:
The spoof video was launched to coincide with World Sight Day on 11 October. The charity hopes to use comedy to spread the word about the serious issue of sight loss and the fact that there are 39 million people in the world who are blind, yet 80 per cent of blindness is preventable or curable.
Rankin said of the film: "Charity campaigns are saturated with negative images, so this film is about making people connect with something, being honest and human. For the project I suggested that we went for something positive instead."
How is it being promoted?
The charity engaged with celebrity and comedy bloggers in the run-up to the campaign and provided them with teasers to help create a buzz for the film. Celebrity and corporate supporters of the charity were encouraged to tweet about the campaign, and Corden and Rankin both used their feeds to promote the film. The website includes the opportunity to share the video on Facebook and Twitter and by email.
Third Sector verdict:
This video marks a refreshing change by using comedy in a charity campaign that isn't run by Comic Relief. The tongue-in-cheek nature of the film is brilliant and has some laugh-out-loud moments, while Corden’s repetition of the fact that 80 per cent of blindness is preventable makes sure the charity’s key message gets across. It’s a video that many people will be encouraged to share with friends and will therefore raise awareness of World Sight Day.