Guide Dogs launch campaign designed for those with differing levels of vision

Guide Dogs Australia has released a new campaign via Thinkerbell, with the aims of encouraging all people that struggle with their vision to seek support from the charity.

The ‘more than just guide dogs’ campaign looks to dispel the misconception that Guide Dogs only provide services directly related to its namesake, when the organisation offers a wider range of services to the visually impaired.

The campaign features assets designed to be accessible and tailored specifically to people with low vision or blindness.

The campaign slogan ‘More than just guide dogs’ is adapted throughout the video to change in size, position and colour to account for some of the most common vision conditions. This includes those with blurred vision, tunnel vision, peripheral, patchy, field, colour and total blindness.

Charlie Spendlove, head of marketing and communications centre of excellence, at Guide Dogs said: “We are so much more than an organisation that just provides Guide Dogs. Through the clever rearrangement of our main message on screen, we hope this campaign reaches more people through inclusion and accessibility. We want to start a conversation and for people to know that no matter their vision level, we have a service that can be tailored to increase their independence and help them reach their individual goals.”

Thinkerbell chief creative tinker, Jim Ingram, said: “Producing a singular message that can be read, or received, by almost anyone with different levels of vision was our creative challenge. Large full-screen white letters on black might suit some, whereas smaller lettering placed against a contrasting lighter background is better for others. We’re pleased with the result as without comprehension of the message there’s nothing.”

Thinkerbell said that the campaign came about as a result of a collaboration with a range of specialists including Guide Dogs practitioners and people with low vision or blindness.

The voice that features in the video and audio description is that of professional voice over artist, Alistair Lee, who is also blind, and a long term client of Guide Dogs Australia.

Earlier this year, Thinkerbell revealed new branding for Guide Dogs, introducing one logo and aesthetic for all of the charity’s communications and touch points to strengthen its national presence. Another campaign in December played on the trust between guide dog and handler.


Client: Guide Dogs
Charlie Spendlove – Head of Marketing and Communications Centre of Excellence
Ange Clark – Brand Manager – Marketing and Communications

Agency: Thinkerbell
Regina Stroombergen – Lead Tinker
Gideon Nedas – Lead Thinker
Jim Ingram – Chief Creative Tinker
Adam Ferrier – Chief Thinker
Jaime Morgan – General Manager
Paul Leaning – Production Tinker
Terry Mann – Content Tinker / Music

Production: Vandal
Managing Director – Brenden Johnson
Executive Producer – Anna Greensmith
Creative Director – Richard Swan
Associate Creative – Director Kurtis Richmond
Design Director – Robo Dinnerville
Sound Designer / Mix – Nigel Crowley
Online / Mastering – Phil Stuart – Jones


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.