MUTTLEY-CREW, WE NEED YOU! - GUIDE DOGS ISSUE APPEAL FOR VOLUNTEERS WITH DISTINCTIVE CHARACTERISTICS

To encourage people to consider volunteering to raise a guide dog, we orchestrated a socialisation event with a twist, to drive engagement in a unique and attention grabbing way.  

New research revealed up to 1.2 million dogs in the UK have reacted with fear or confusion to people’s facial hair, including beards and moustaches, while 1.08m have reacted to people with facial piercings and tattoos. 

To help prospective guide dogs create a positive association and prevent future fearfulness, we introduced individuals with distinctive characteristics, from beards to facial piercings and tattoos, to 8-week-old puppies for cuddles and playtime - with the adorable results all captured on camera. 

The imagery and research was released to media, along with a puppy socialisation checklist created by Guide Dogs Head of Puppy Raising, Haley Andrews, to help support new dog owners adapt their puppies confidently to an array of everyday situations, following research that found 23% were unaware of what puppy socialisation involved. 

Our imagery and insight proved to be irresistible as we secured over 200 pieces of coverage, including securing Sky News Sunrise, 25 radio syndications and 13 nationals. And even better, on the day of launch the charity received calls from people with beards and tattoos wanting to sign-up to volunteer!