THE CHALLENGE
Grow awareness of Guide Dogs’ Sponsor a Puppy programme and its newest recruits, (including one adorable little puppy named Buzz), ultimately inspiring more people to sponsor a puppy.
THE INSIGHT
At the time of briefing, excitement was beginning to build around the return of a much-loved space ranger and film franchise, and with our puppy Buzz, we saw an opportunity to turn a timely pop-culture moment into something meaningful.
By positioning Buzz as a real-life hero in the making, we could show how support at the very start of his journey could help him grow into a guide dog capable of transforming someone’s life.
THE IDEA
A playful, toy-inspired photoshoot introducing Buzz as a future hero ready to reach for the stars. Think colourful wooden blocks, cloud-print walls and a hand-drawn cardboard town; we created distinctive, highly shareable imagery to capture the attention of national picture desks.
Supported by research among UK guide dog owners, we revealed how guide dogs give people with sight loss the confidence to travel independently, embrace new challenges and move beyond their comfort zones. Real-life case studies demonstrated the profound impact that the Sponsor a Puppy programme can have.
THE RESULTS
14 pieces of coverage
12 pieces of national coverage – including the Daily Mail, Metro, Daily Express and The Sun
21M+ opportunities to see
100% included Guide Dogs imagery
93% included Sponsor a Puppy messaging
86% included Guide Dogs in the headline or opening paragraph
86% included a Guide Dogs spokesperson quote
79% included campaign research
