Campaign background
Guide Dogs' traditional, successful approach was waning, TV had become more crowded than ever and, above all, 60% of people were finding it hard to trust charities.
A new, more human approach was needed to reach people again.
Strategy
Daytime TV is saturated with charity DRTV ads more than ever before. Despite the 76 charities on TV it can feel like one monotonous execution. The public are fed up and disengaged.
Proximity London knew the model was broken.
To get potential supporters to act they had to move beyond the default formula and find a way to drive...