March 21, 2002

Canadian Diabetes Association
National Office
15 Toronto St. Suite 800
Toronto ON M5C 2E3

To Whom It May Concern:

As members of the Canadian Federation of the Blind, we are writing to express our concern about The Canadian Diabetes Association’s current radio ad. The ad features a narrator talking about the importance of getting tested for diabetes to reduce the risk of acquiring the disease. An audio traffic signal – a cuckoo bird – and the tapping of a cane play in the background. At the end of the commercial, a car stops suddenly and squeals loudly. This drama is then punctuated by the words “twenty-twenty hindsight cannot make up for twenty-twenty vision.”

The commercial warns people to get tested for diabetes as a means of preventing the disease and its possible negative effects. We understand the desire to stay healthy and the value of preventing illness whenever possible. We also realize blindness is a potential consequence of Diabetes. But we take issue with the negative way the commercial portrays people who are blind. Though it is understandable that people may want to reduce their chances of going blind, many of us who are already blind are content with our condition. Many of us live happy, productive and independent lives and want the public to be aware of our abilities.

Our contention is not just that the commercial depicts blindness in a negative way, but that it asserts that even with the use of a white cane and an audio traffic signal, a blind person cannot cross a street safely. The notion that, without “twenty-twenty vision” one is automatically predisposed to getting run over by a car, is false and damaging to the status of blind people in Canada. Blind people, with a white cane and appropriate training, are more than capable of crossing streets safely and independently.

This commercial presents inaccurate information about the abilities of blind people and exploits us to deliver a message. It is an instance where the end does not justify the means. Though the sound effects may be sensational and ear-catching, they blatantly misrepresent the skill and intelligence of blind people.

We ask you to take the ad off the air immediately, and that in future, you do more research before launching a public awareness campaign. We are more than willing to provide you with material about our organization and about the positive achievements of blind people. If you would like further information, please contact us at the above location. Thank you for your consideration of this matter.

Sincerely,

Oriano Belusic, President
Canadian Federation of the Blind

c.c. Diabetes association, BC Yukon division