The Royals launch first work for Guide Dogs Australia ahead of tax time

Guide Dog Australia has launched a new out of home campaign to promote the charity’s annual end of financial year donation, in what is the first work created by the brand from The Royals.

The campaign employs oversized QR codes (CuteR Codes), accompanied by adorable puppy ‘cutebaits’ that draw on the insight that giving to a good cause, and adorable animals, are both powerful mood boosters. The billboards are being rolled out across transport shelters on the east coast of Australia, across Melbourne, Sydney and Brisbane.

The agency was appointed to handle the Guide Dogs Australia strategy and creative account without a pitch in February this year, charged with the task of building brand salience and broader understanding of the services and supports Guide Digs organisations across Australia provide to thousands of people who are blind or have low vision, to ultimately help drive donations.

Central to the outdoor campaign is the QR code that will take commuters to a donation landing page and invite them to give the gift of independence to Australians with low vision or blindness by making a tax-deductible donation to Guide Dogs before June 30. The use of QR codes also allows The Royals and Guide Dogs Australia to track the panels to donations and measure the effectiveness of the campaign.

The Royals executive creative director Sebastian Vizor said: “Around EOFY there is so much fodder fighting for our attention so we needed a way to stand out. Luckily, adorable puppies are better than any headline when it comes to getting people’s attention, so we left it at that. The use of the QR code creates intrigue, which turns into immediate action to collect those vital donations.”

Charlie Spendlove, head of marketing and communications at Guide Dogs, added: “This is an attention-grabbing and unexpectedly simple campaign to drive donations and create talkability on the streets. It takes two years and over $50,000 to breed, raise and train just one life-changing Guide Dog. Without the generous donations we receive from the community, we wouldn’t be able to place Guide Dogs by the sides of their forever Handlers, where they provide loyalty, companionship and a unique and powerful bond to help a person with low vision or blindness achieve their individual goals and live the life of their choosing.”

Last year the Guide Dogs Brand underwent a branding refresh in a bid to strengthen its national brand presence, in collaboration with branding agency Future Brand, using colour and simple geometric design to make the brand more easily identifiable for people with low vision.


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