October 12, 2009 
The photographer known for his portraits of celebrities wants to draw attention to the fact that women constitute two thirds of the blind person in the world …
Campaign of the fashion photographer John Rankin Waddell, which was launched in collaboration with Dazed&Confused magazine marked the World’s Day of vision last Thursday.
The photographer known for portraits of celebrities such as Kylie Minogue and Cate Blanchett, is eager to draw public attention to the fact that women constitute two thirds of 45 million blind in the world, and that 90 percent of them are from developing countries.
– People are wondering ‘What’s the worst that can happen to me? I say ‘lost sight’ – Rankin said for the Independent.
At every blind man, comes two blind women
Rachel Heald from Sightsavers organization adds that in 75 percent of cases, vision loss could be prevented.
– There are many reasons why the blindness is so widespread among women. Women live longer and in underdeveloped countries doctors and their products are less available. Most cases of blindness are caused by cataract and trachoma. One of the reasons why we are working on this campaign with Rankin is the desire to creatively sell our message – said Heald.
– We are all consumers of Western society, whose important part is beauty. I didn’t even know that on every man comes two blind women. I wanted to launch an appeal that would be interesting and acceptable to women – said Rankin.
Taken from: www.javno.hr