As pubs reopened with one-way systems in place, hairdressers placed plastic dividers between visitors, and cafes moved tables out onto the pavements, we are reminded of the measures put in place to ensure customer safety in a world where social distancing has become the norm.

But what about those people with sight loss, for whom social distancing is significantly more challenging? A new campaign created by The&Partnership for Royal National Institute of Blind People (RNIB) has turned the ‘#WorldUpsideDown’ to draw attention to the lived reality of people who are blind or partially sighted.

The campaign has been designed to highlight how social distancing has, and is still, changing the way we navigate public spaces. It invites people, brands and businesses to turn their logos upside down to draw attention to just how significantly the world has been turned upside down for people with sight loss.

The multi-channel campaign also sees the Piccadilly Lights digital billboard flipped while brands who have pledged their support include Kellogg’s, Barclays, British Gas and LEGO among others. Brands will be showing their own ads upside down before a message reveals just how blind and partially sighted people have experienced the world during the ongoing COVID pandemic.

As Martin Wingfield, Head of Brand & Marketing at RNIB, said: “The easing of lockdown means we now face a more complicated and unusual world, which will take some time for everyone to get used to. We know it’s difficult for everyone, but for those with sight loss everything has become much more challenging.”

As UK restrictions begin to ease, many will be thinking of the things they have longed to do while in lockdown. But for those people living with sight loss, the social distancing rules make navigating the world a near impossible task. This campaign calls for empathy and kindness from sighted people and to invite them to offer help where it might be needed.