The campaign, by Thinkerbell, shows the organisation is 'more than just guide dogs’.
A new campaign created by Thinkerbell for Guide Dogs Australia aims to dispel misconceptions that the organisation only provides services related to its much-loved namesake, and encourage people with low vision or blindness to seek support from the charity’s wide range of services much sooner.
The ‘More than just guide dogs’ campaign aims to speak directly to Guide Dogs’ prospective client base through a video with executions that are accessible and tailored specifically to people with low vision or blindness.
These include blurred vision, tunnel vision, peripheral vision, patchy blindness, field blindness, colour blindness and lastly total blindness.
“We are so much more than an organisation that just provides Guide Dogs," Guide Dogs head of marketing and communications centre of excellence Charlie Spendlove says.
"Through the clever rearrangement of our main message on screen, we hope this campaign reaches more people through inclusion and accessibility.
"We want to start a conversation and for people to know that no matter their vision level, we have a service that can be tailored to increase their independence and help them reach their individual goals."
The campaign was developed in collaboration with a range of specialists including Guide Dogs practitioners and people with low vision or blindness, and features the singular message, ‘More than just guide dogs', animated on screen to change in size, position and colour to account for some of the most common vision conditions.
“Producing a singular message that can be read, or received, by almost anyone with different levels of vision was our creative challenge," Thinkerbell chief creative tinker Jim Ingram says.
"Large full-screen white letters on black might suit some, whereas smaller lettering placed against a contrasting lighter background is better for others. We’re pleased with the result as without comprehension of the message there’s nothing.”
The music and sound design have also been constructed to enhance inclusivity and add another layer of depth by creating a sense of each eye condition with an audio effect.
The video’s voice over and audio description is provided by long-term Guide Dogs Client, Alistair Lee - a professional voice over artist who is also blind.
Client: Guide Dogs
Charlie Spendlove - Head of Marketing and Communications Centre of Excellence
Ange Clark - Brand Manager - Marketing and Communications
Regina Stroombergen - Lead Tinker
Gideon Nedas - Lead Thinker
Jim Ingram - Chief Creative Tinker
Adam Ferrier - Chief Thinker
Jaime Morgan - General Manager
Paul Leaning - Production Tinker
Terry Mann - Content Tinker / Music
Managing Director - Brenden Johnson
Executive Producer - Anna Greensmith
Creative Director - Richard Swan
Associate Creative - Director Kurtis Richmond
Design Director - Robo Dinnerville
Sound Designer / Mix - Nigel Crowley
Online / Mastering - Phil Stuart - Jones