Every year, Petbarn runs a month-long campaign to raise money for Seeing Eye Dogs Australia (SEDA). The money raised sponsors puppies throughout their training, and it costs $50k to train one puppy to become a Seeing Eye Dog. This year, the goal was to train 13 puppies.
While consumers recognise that SEDA is a worthy cause, they are largely unaware of how much money and time it takes to train these dogs to become an indispensable partner to vision-impaired people. Plus, it’s hard to imagine the amount of trust between Seeing Eye Dogs and their owners.
We wanted to motivate our audience to donate by communicating just how incredible these dogs are from two perspectives. One was to showcase what a Seeing Eye Dog means to someone who is vision-impaired, and the other was to help people understand the intensive training process that results in these dogs changing people’s lives.
Through a series of social static posts on Facebook and Instagram we illuminated the emotion and hard work involved in a puppy becoming a Seeing Eye Dog. We explored why it costs $50k to train a single Seeing Eye Dog puppy, as well as the profound impact of one of these dogs has once they have completed their training.
To push this message further, we reinforced the amount of trust between a Seeing Eye Dog and their owner, by prompting audiences to imagine their own dog tackling Seeing Eye Dog tasks. This helped audiences empathise with the cause.
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