Seeing Eye Dogs Australia: Free Puppies Forever

Chamari Kariyakaranage, David Phillips and Adrian Mills

Campaign details

Brand: Seeing Eye Dogs Australia
Brand owner: Vision Australia
Lead agency 1: McCann 
Country: Australia
Industries: Charities & voluntary organisations,Public health
Channels used: Direct marketing, Online video, search marketing, Social media,Word of mouth, advocacy
Budget: Up to 500k

Executive summary

Seeing Eye Dog candidates (puppies) need homes for their first 12 to 15 months (before their training can commence). However, every year, Seeing Eye Dogs Australia (SEDA) struggles to find carers for their litters of puppies. Rather than SEDA finding a new batch of dedicated carers annually, we wanted to find a way for people to commit to fostering puppies, consistently. So we created the first puppy subscription service, Free Puppies Forever. We found enough puppy carers not only for 2016's litter, but incredibly, we created a waiting list that will, hopefully, solve the problem forever.