Jolt people out of their current apathy to the cause by confronting them with the real need for Seeing Eye Dogs. It’s not about cute puppies. It’s about freedom and independence.

To convey this message, gain media attention by creating a newsworthy story.

For a blind or vision impaired person, being without a Seeing Eye Dog is like being trapped in the dark. Sometimes they don’t have the freedom or independence to even get out of the house.

To challenge people to really think about this, we built installations showing actual people struggling to get out of the dark.

We placed our ‘live advertising’ in the CBD to catch commuters on their way to work. Posters and flyers asked for donations.This visually arresting idea not only captured the public’s attention, but also the media’s.

1. Over $198k worth of media/PR coverage, with over 35 minutes of airtime. 2. Over $2,000 in donations.

3. Ongoing puppy sponsorships, helping more people ‘out of the dark’.