Created by MBA, the campaign features the new strapline, ‘Guides For Life’ and is spearheaded by a mobile-optimised site to enable users to access and share the audio stories on social media networks such as Facebook and Twitter, as well as via the online audio distribution platform, Soundcloud.
This is supported by outdoor activity, including posters in London Underground stations, which contain QR codes that direct viewers to the Guide Dogs site and related audio stories.
As part of the launch, MBA is setting up a “sensory tunnel” at Waterloo on this Friday (June 7), where commuters can opt to go through a sound tunnel and experience what it is like to be blind, and to find out how Guide Dogs can assist in the situation.
At the other end of the tunnel, screens will be available for visitors to tweet and share their experience.
Media buying and planning is being handled by Davis Print.
MBA chief executive Stephen Maher said: “We are enormously proud of this campaign, using social media to amplify awareness and build engagement was critical. Guide Dogs is such a great organisation and this campaign will do a lot to raise awareness of all the great services they provide.”
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