The TV commercials use footage of the aftermath of the Omagh bombing and the story of one of its victims, Clare, who was blinded by a piece of flying metal in the bomb blast.
The campaign also features two other blind people: Megan, who was born without eyes; and Billy, who has lost his sight as he grew old.
The TV ads show how RNIB needs to raise funds to help it continue its work to improve the quality of life of blind people, with aids such as talking computers, talking books and talking toys.
The call to action asks viewers to "help rebuild a life devastated by sight loss" by making regular donations of just 拢2 a month. People are encouraged to donate by making one free phone call to set up a direct debit.
Nick Thomas, creative director at Target Direct, said: "We have created an ad that challenges people's perception of blindness. It says blindness can be devastating, it can happen to you and it can happen at any time -- but with RNIB's help, people living with blindness can be more independent."
The DRTV is being backed up by a direct mail campaign, featuring Clare's case, before and during the TV work, to allow the charity to assess the effect of including DRTV into its marketing strategy.
Karen Suter, donor development manager at RNIB: "With Target's help our direct marketing has reached new heights. We are confident our new strategy of spreading our use of recruitment media to include TV will be a success and we are anticipating good results."
The TV ad was shot on location in Northern Ireland and produced by Firehouse Productions. The ad will be screened on selected high-yield channels including Channel 4 and Five.
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