Ordinary dogs unite for Guide Dogs

The charity landscape is extremely crowded in Australia, with thousands of organisations competing for donation dollars. This category truth inspired some left-field strategic and creative thinking.

“When we sat down and looked at this landscape, it struck us that there are literally millions of people throwing their support behind charities. So we asked ourselves what if, instead of people, we got dogs to do the fundraising for Guide Dogs?”, said kwpx ECD, Corey Swaffer.

‘Dogs unite for Guide Dogs’, is a fundraising campaign that puts the power into the paws of ordinary dogs. (With a little help from their owners of course.)

“We are all familiar with the idea that dogs beg; for biscuits, for meals, and walkies. But now they are putting their begging skills to use for a bigger cause,” added kwpx ECD, Brenton Bleechmore.

The fundraising effort is being led by our hero dogs Angus, Maple and Barry, who are rallying their furry friends to join them and also encouraging humans to donate.

“There are approximately 564,632 pet dogs across SA & NT. That’s a hellova fundraising army to mobilise,” said kwpx Head of Strategy, Morgan Owens.

Every dollar donated on International Guide Dogs Day on April 24 will go towards breeding, raising and training more life changing Guide Dogs.

Jason Clark, Guide Dogs SA/NT General Manager, Fundraising, Marketing & Communications said, “We wanted to create something different, something new to gain awareness for our fundraising event in a very congested marketplace. Everyone has embraced this idea and together we want to make sure that our Guide Dogs Day fundraising event is a success for many years to come.”

The campaign is rolling out now across OOH, TV, radio, and online with support from our wonderful media partners.

Create your own dog’s fundraising ‘pawtrait’ at www.guidedogsday.com.au