Guide Dogs challenges perceptions in new film via Topbunk for International White Cane Day

Guide Dogs has launched a new campaign via Topbunk to mark International White Cane Day (IWCD) – a global celebration of independence and mobility for people with low vision or blindness.

The piece reframes how Australians view the white cane. Not as a symbol of limitation, but as one of confidence, skill, and independence.

Says Emma Kirby, Head of Brand, Marketing & Communications – Guide Dogs Australia: “International White Cane Day is an important moment for us to challenge perceptions and celebrate independence. Working with the team at Topbunk, we set out to capture just some of the stories that highlight how the white cane is a symbol of confidence and skill. We’re proud of the quality and care behind the production.”

Marcus Butler, Account Director at Topbunk, says the project was shaped by collaboration across multiple state Guide Dogs organisations: “Guide Dogs operates within a federated structure, so aligning creative and messaging across different states was a challenge we welcomed. Each team brought a unique perspective, and that collaboration helped create a piece that feels unified and authentic.”

Filmed across Queensland and South Australia, the campaign compliments Guide Dogs’ ongoing work, challenging misconceptions about blindness and low vision and encouraging Australians to be better allies.

The film has launched nationally as part of Guide Dogs’ awareness push for International White Cane Day (October 15).