RNIB is today launching a direct response television advert featuring a young girl going blind in a bid to encourage regular giving.

The charity, which supports the blind and partially-sighted, is using a letter sent to it by a young girl thanking the charity for its Talking Book Service as the centrepiece of the advert, which will launch on 12 March across satellite and cable channels.

It is the first time in six years that RNIB has set aside budget for DRTV advertising and is designed to appeal to both warm and new supporters. The 90-second advert ends with a request for a £3 regular monthly donation. The ad is narrated by Downton Abbey star Jim Carter, who provided the voiceover for free.

Wanda Hamilton, group director of fundraising at RNIB, said: “Emma’s letter was so lovely, it reminds us all why we do what we do, and that we make an essential difference to people’s lives. This advertisement conveys the important role we can play helping people of all ages and why it’s so important that people support us.”