Assumptions are so often the death of creativity. Yet in the latest campaign for the Royal National Institute of Blind People (RNIB), The&Partnership turns that truth on its head with a vibrant new campaign which uses those everyday assumptions and biases as the fuel for creativity.

The ‘Before You Ask’ campaign is a masterclass in the power of lived experience advertising. The work is part of the wider ‘See The Person, Not the Sight Loss’ initiative, which has harnessed the power of creativity to challenge outdated public attitudes and misconceptions of sight loss to break social barriers.

At the heart of the campaign sits a series of short films, directed by Chris Balmond at Outsider. The films aim to banish myths around what it’s like to live with sight loss.

Viewers see blind and partially sighted people in everyday relatable experiences: they report to annoying bosses, support rubbish football teams, hate public transport, have attractive partners, and hate the school parents’ group chats.

In each scenario the protagonists pre-empt the assumptions and often awkward questions the public have about sight loss. Using the tactic of breaking the fourth wall and answering them before you can even ask.

The main actors in each of the six short films all have sight loss and use their own lived experiences to inform their performances.

Vivienne Francis, RNIB’s Chief Social Change Officer, explained: “RNIB’s #BeforeYouAsk films use humour and familiar scenarios to make people think. They also underscore a serious point about the misconceptions people face and the barriers these lead to in terms of people living independently.

She continues: “The films challenge these misconceptions head-on, showing that of course blind and partially sighted people go to work, watch football, use public transport, seek romance and navigate the tricky world of school message groups - just like sighted people do.”

Each scenario was chosen for a reason because they relate closely to the issues that blind and partially sighted people have identified as the key areas that need to change. These include removing barriers to getting around easily, to levelling employment opportunities.

Matt Moreland and Chris Clarke, Creative Directors at The&Partnership, asked: “Do you have sex? Can you use a phone?” They continued: “Some of the questions visually impaired people get asked is honestly staggering. Which is what we wanted to tackle in this campaign - puncturing preconceptions with humour and showing what it’s really like to live with sight loss.”

Jane Reader, Creative at The&Partnership, added: “I am blind in one eye so this idea was based on my personal experience of living with sight loss. I often get asked silly questions such as ‘how many fingers am I holding up’? and ‘how can you drive?’ I felt it was about time the visually impaired people got the chance to answer all these questions once and for all.”

A compelling testament to the power of lived experience both in front of and behind the lens.