Actor and writer James Corden has lent his comedy skills to charity in a new spoof film shot by the photographer and director Rankin. The video takes a tongue-in-cheek look at how, or how not, to do a charity advert to help development organisation Sightsavers raise awareness of avoidable blindness.
Talking about why he chose to use comedy to help highlight Sightsavers’ life–changing work across Africa and Asia, Rankin said: “Charity campaigns are saturated with negative images so this film is about making people connect with something, being honest and human.
Susan Adams, Director of UK Funding and Marketing at Sightsavers: “Sightsavers wanted to create something that was completely different to anything we’ve done before. But at the same time we wanted to highlight the shocking facts about avoidable blindness and the work that Sightsavers is doing to stop this.