​A veterans' charity has launched an unconventional advertising campaign to raise awareness of the fact that more people can access its services

A leading veterans’ charity supporting ex-service men and women living with sight loss has launched an unconventional campaign claiming it doesn't care.

The Scottish War Blinded charity We Don't Care campaign, however, isn't as unfeeling as it seems and actually aims to address misconceptions about who is eligible for its free support.

What the charity doesn't care about is how veterans lost their sight, it does though care about supporting them.

26 years was a long time for me to struggle with my loss of confidence, before I finally heard about the charity - Bill Cooper

Scottish War Blinded was founded to support soldiers returning blinded as a result of their service in World War One. Today, however, its support is available to all visually impaired veterans living in Scotland. Many of the veterans who receive tailored rehabilitation with the charity have developed sight loss later in life, long after they served their country.

The campaign features the face of Bill Cooper, who completed National Service in the 1960s. He lost his sight over 30 years ago to age related macular degeneration. In 2012 he started to receive support from Scottish War Blinded, including one-to-one training to become more mobile out of the house.

Bill said: “This training transformed my life, as since my sight had deteriorated, my wife and I had become very anxious about me leaving the house on my own. I had lost my confidence without her beside me, and had become very dependent on her to go out. Now I can confidently travel on public transport on my own, using the skills I’ve been taught by one of Scottish War Blinded’s rehabilitation officers.

“I was surprised at first that someone like myself was eligible, as my National Service was so long ago, and I didn’t experience active service. I really hope seeing my advert will encourage veterans, their families or carers to get in touch as 26 years was a long time for me to struggle with my loss of confidence, before I finally heard about the charity.”

Tony Mulheron also features in the campaign. Tony served in regular forces in the early 1990s and experienced sight loss after a fall.

“I’m pleased to feature to highlight that Scottish War Blinded didn’t care that my sight loss wasn’t a result of my service," said Tony. "They helped me get back on my feet after a very dark time for me. I’m indebted to them as I’m now independent and enjoying my own volunteering work locally. I’d urge other veterans and their families to get in touch.”

The charity has launched a fleet of branded taxis in Glasgow for high impact exposure of campaing, which was developed by the creative agency Frame. It is also being advertised on the radio and specialist press targeting relevant professionals to sign post veterans to Scottish War Blinded.

The advertising will be supported by social media activity to raise awareness of the charity's free, lifelong support for vision impaired ex-Service men and women.