Guide Dogs is launching a major integrated campaign designed to reframe public perceptions of the UK sight loss charity and showcase the true breadth of its services beyond just providing canine companions, repositioning it as a dynamic, forward-thinking organisation.
“Life Unleashed” has been developed by Fold7, which was appointed in March this year, and is spearheaded by a two-minute film titled “First Steps”, directed by Tom Green.
It spotlights the life-changing “firsts” achieved by people living with visual impairments, with the entire cast consisting of real Guide Dogs service users. The vignettes include a teenager confidently navigating their first day back at school after losing their sight, a football fan returning to stadium stands with his guide dog, and a toddler learning to master a cane for the first time.
The campaign is supported by print, digital, and radio executions, with a social campaign titled “Behind every first” providing behind the scenes footage, highlighting the collaborative partnership between service users and specialised charity staff.
The accompanying radio spots feature real, emotional voice notes left by visually impaired individuals thanking the team members who helped them reclaim their independence.
Meanwhile, the agency’s internal studio, Fold7Design, expanded Guide Dogs’ visual identity by developing a bespoke font tailored specifically for people with vision impairments.
On LinkedIn, Fold7 creative director Lucy Aston said: “In such tough times for charitable giving, I hope more than anything this campaign shows people the difference supporting Guide Dogs can make. Because the charity you might only know for its guide dogs does so much more – cane training, home specialists, even toddler groups. They change lives, every single day.”
Guide Dogs head of creative Richard Hayter added: “Lucy and the whole Fold7 team have created something incredible. An amazing result… and it’s been great working with you all.”
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