Brand x Audience
Last week saw the launch of our campaign with Macular Society to raise awareness of a condition called Charles Bonnet Syndrome.
Charles Bonnet Syndrome is the experience of visual hallucination as a result of sight loss. A visual hallucination is the same experience as really seeing something, but the ‘something’ is not actually there. Visual hallucinations appear to exist in the real world rather than in the mind’s eye. They come and go unannounced and can last for just a few seconds or as long as a day or more.
The hallucinations are not a sign of mental illness. Up to half of all people with macular degeneration are thought to experience visual hallucinations at some time. They are more likely to occur if both eyes are affected by sight loss. – Macular Society
Charles Bonnet was an 18th century Swiss scientist and philosopher who first described the condition.
While some people experience pleasant or non-threatening hallucinations it can be a terrifying experience for some and many people are too nervous to let people know about their experiences for fear of people thinking they are losing their mind.
Our brief was to get people talking.
The #TalkAboutCharlesBonnet campaign – which has been running since 9th October – was designed to assure people that they’re not losing their mind and to encourage people to talk about their experiences of Charles Bonnet Syndrome, so people could begin to understand the condition and people who experience these hallucinations feel assured that they are not alone.
The campaign led with 4 real life stories which we brought to life using photography and illustration – showing the out of the ordinary, juxtaposed against the ordinary.
We then invited people who experience Charles Bonnet Syndrome to share their stories.
The charity has been inundated.
20 of these stories were selected to be illustrated, keeping the campaign alive, the conversation going and encouraging more people to speak up.
Here are some of the results of a breakthrough collaboration between Macular Society and its audience.