I think CNIB, like all organizations, is struggling a bit in a very loud, competitive world to get its message out. The cold hard fact is that nobody really wants to hear about going blind. Having said that, CNIB has taken a different approach to its communications and public education. We have gone through a rebranding process, which I think sounds funny, because your brand is not what you're about; what you do is what you're about.
We are trying a couple of things, and mitigating the stigma of vision loss is one of them. We say to people, you can still come to CNIB if you have some vision—most people with whom we work do have some—and there is no shame involved.
We are also trying to move into the research around things like whether our training reduces falls and the prevention of blindness. We are also partnering with other groups--ophthalmology, optometry, other research councils, the Foundation Fighting Blindness--because there are ways to avoid blindness. And there are medications coming on the market and that sort of thing. There's retinal research that is leading toward, if not a cure, at least ways to reduce the effects of vision loss.