Meet Jazz and Lucas: the guide dogs for Emma and Jill, respectively. Guide Dogs is promoting the importance of pooches to help the blind and visually impaired in two new ads created by RAPP.
The first spot, set to break on Monday 31 March on ITV1, ITV Digital, Channel 4 and Five, tells the story of visually impaired mother-of‐two Emma, who can now take her children to the park, thanks to Jazz.
The ad begins with Jazz as a puppy, running around and generally being cute, before showing the grown-up dog helping Emma.
Samantha Nolan, chief client officer, RAPP UK, said: “Guide Dogs is an amazing organisation and Sponsor a Puppy is crucial in ensuring that more puppies can be trained to create life changing partnerships between guide dogs and their owners.
“The campaign tells two powerful stories from different ends of the spectrum: one from the perspective of a child of a visually impaired mother, the other from a successful radio DJ. It’s so important for people to understand the impact that guide dogs can make to people who are blind and partially sighted and their families.”
The second ad, which will launch on 15 April, shows Jill, who became blind aged 19. She explains that having a guide dog “set her free” and that he hasn’t “changed her life, he’s given her a life”. The ad focuses on the message that even though Guide Dogs trains over 800 dogs a year, it still needs more people to sponsor a puppy to enable them to train even more.
As well as the TV ads, the campaign is set to be promoted through social media activity, as well as website banners and seeding through blogging platforms.
Maria Novell, head of individual giving, Guide Dogs, said: “Our latest campaign shows just how important it is to train up more puppies to change more lives like those of Emma and Jill. “Our campaign needed to communicate the difference Guide Dogs make to people who are blind and partially sighted, as well as encourage people to support us.”