Royal New Zealand Foundation for the Blind (Guide Dog Services) - Guide Dog Appeal 2004

There are times when only a dog will do – and the Guide Dog Appeal 2004 was one of those such times. The creative platform “We Need Dogs” came from Saatchi & Saatch based on the following key insights - guide dogs are well respected, they are held in high esteem and only a dog will do (other animals have been trialled overseas, but the rapport built between Guide Dog and owner is unsurpassable).

Guide Dog Appeal 2004

Agency: Saatchi & Saatchi Advertiser: Royal New Zealand Foundation for the Blind (Guide Dog Services) Awards: Charity/Not for Profit/Public Service (Gold)

Marketing Challenge

Guide dogs are not born, they are made. Every year in excess of $1m is required to keep pace with demand. It costs $22,500 and up to two years of dedicated training to upskill each dog. The government provides no funding, and as guide dogs are provided to their handler at no charge the annual Guide Dog...

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