Guide Dogs: Support Scent

Clemenger Proximity/BBDO Melbourne

ENTRY INFORMATION

Category: Not-For-Profit
Country where program ran: Australia
Date program started/ended: 28th February 2010 launch

Product Description: One of the greatest struggles blind people face due to their condition is isolation. Guide Dogs Australia, the country's leading organisation for services to the blind, devote themselves tirelessly to ending this isolation.

Advertiser/Client Name: Guide Dogs
Media Channels: Insert
Print
TV/Video/Radio
Web Advertising
Website: http://www.supportscent.com

STRATEGY

Marketplace Challenge:

During a tough year in terms of charity donations, we had to draw support for the blind, invite new segments to get involved with the cause, raise the profile of Guide Dogs and of course raise money in the process. Most importantly, however, with the association dedicated to ending the isolation blind people face - when creating a new way to generate support for the cause, it became absolutely vital to not inadvertently exclude the blind. Anything that appealed to people's sight, such as a ribbon or wristband, would in truth only add to the problem. It was this insight that became the key to our entire strategy. The program is ongoing.