Seeing Eye Dogs - Replacing “Aww…” with “Aha”: changing the traditional way to generate donations for Seeing Eye Dogs Australia

Lucy Cochran

Seeing Eye Dogs Australia is one of two charities which fund the breeding, training and supply of dogs to guide people who are blind.
Agency: DDB MelbourneAuthor: Lucy Cochran

Seeing Eye Dogs – Replacing “Aww...” with “Aha”: changing the traditional way to generate donations for Seeing Eye Dogs Australia

Gold Award – Campaign for Public Service & Charity

Special Prize – Best Creative Brief & Briefing

Agency: DDB Melbourne Client: Seeing Eye Dogs Australia Service: Seeing Eye Dogs

SUMMARY

This paper is about how a distinctive strategic insight, combined with an equally distinctive briefing, transformed the way Seeing Eye Dogs Australia communicated to the public.

Consumers had a far too comfortable and superficial view of the seeing eye dog...

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