Ordinary dogs unite for Guide Dogs SA/NT in latest fundraising campaign via kwpx Adelaide
kwpx Adelaide has created a new campaign for Guide Dogs SA/NT, supporting their fundraising efforts ahead of International Guide Dogs Day on April 24.
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.
Says Corey Swaffer, ECD, kwpx: “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?”
‘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.)
Says Brenton Bleechmore, ECD, kwpx: “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.”
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.
Says Morgan Owens, head of strategy, kwpx: “There are approximately 564,632 pet dogs across SA & NT. That’s a hellova fundraising army to mobilise.”
Every dollar donated on International Guide Dogs Day on April 24 will go towards breeding, raising and training more life changing Guide Dogs.
Says Jason Clark, general manager, fundraising, marketing and communications, Guide Dogs SA/NT: “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
Client: Guide Dogs
General Manager, Fundraising, Marketing & Communications: Jason Clark
Creative Agency: kwpx
ECD: Brenton Bleechmore
ECD: Corey Swaffer
Art Director: Ella-Maude Wilson
Junior Copywriter: Jazz King
Producer: Alex Cotterell
Photographer: Richard Lyons
Finished Artist: Carlie Chenoweth
Head of Advertising: Sam Talbot
Account Manager: Sophie Ross
Managing Director: Sam Davies
Executive Director of Media: Nat Morley
Media Director: Michelle Grogan
Lead Web Developer: Caleb Chadwick
Web Developer: James Apoefis
Digital Designer: Nick Bozic
Digital Project Manager: Steve Pritchard
Digital Strategist: Alex Stewart
Media Partner: JCDecaux
Media Partner: Fresh FM
Media Partner: 5AA
Media Partner: Network 9
Media Partner: Network 10
Media Partner: Mix 102.3
Media Partner:FreshFM
Media Partner: Val Morgan
Media Partner: oOh! Media
Media Partner: MediaNest
Media Partner: Cartology
Media Partner: Solstice Media
Media Partner: NewsCorp
Media Partner: Territory FM
7 Comments
Cute. Go Brenton!
Why are the dogs homeless? Isn’t this for guide dogs, not a shelter?
If there are 564,632 pet dogs, you could open the appeal to donate on your dog’s behalf?
It’s been done.
I like dogs. Well done.
Is this more than a little insensitive to the homeless? Using similar language and hand written signs on cardboard as a vehicle? I know it’s for a good cause, and all that, but still …?
this is sweet and fun! first charity campaign i’ve taken notice of in a while.