TDA uses case studies for Guide Dogs campaign

[Crossfire Bulldogs]

by Beth McLoughlin Brand Republic 29 Sep 2006

LONDON - TDA has created a campaign for the Guide Dogs for the Blind Association using the case study of a partially sighted woman whose life was saved by her guide dog.

The campaign, which will go out this autumn, uses the story of Nikki Watson, explaining how her guide dog refused to let her cross the road when she thought it was safe to go ahead.

The dog spotted an oncoming vehicle without its lights on speeding in their direction, showing that guide dogs can save lives as well as change them.

The case study also touches on the two-way relationship between the person and their dog, that takes time to develop, highlighting that Guide Dogs is always there to help with the transition period as they get to know each other.

Trevor Hickman, marketing manager at Guide Dogs, said: "We have found that our donors respond well to the heroic and sometimes amusing tales from guide dog owners."

"This is a particularly emotive case study involving real drama and humour -- Nikki's stories will strike a chord with recipients of all ages, particularly relevant as we celebrate the 75th anniversary of guide dogs in the UK."

Jamie Taylor, account director at TDA, said: "This is a high-impact campaign that we believe will prompt supporters to give an extra cash donation. It works on multiple levels to reinforce the benefits of guide dogs and explains that the charity urgently needs funds to help more visually impaired people enjoy better mobility and independence."

Guide Dogs hired direct marketing agency in May, replacing WWAV Rapp Collins. Other charity clients of TDA include Cats Protection, Pet Plan, Meningitis Trust and Oxfam.