Guide Dogs is launching a major fundraising event, dubbed Dogs Unite, with an integrated marketing campaign.
Devised by Rapp, the Dogs United push aims to bring togather 10,000 people and their dogs at Queen Elizabeth Olympic Park on Saturday, June 14 to raise funds for the charity by staging the biggest sponsored dog walk in London.
The creative idea focuses on all dogs as “heroes”. By attending a Dogs Unite event your dog will become a hero for the day by helping raise much needed money for the guide dogs who are genuine heroes for their owners every day, allowing people to retain their freedom and independence. This is dogs helping dogs. Dogs working together. Dogs united.
The campaign features dogs lloking like superheroes. In the ads, they are shown standing side by side n the powerful superman stances and wearing hero capes.
The activity runs across online, outdoor, Underground sites and national press, including The Sun and The Evening Standard. A 30-second radio spot airing on Heart, Capital, Kiss, Magic and Absolute calls for super-dogs to join the Dogs Unite event for a day of “four-legged family fun”.
The voiceover highlights the activities that will take place on the day including a dog show, free dog capes, and an epic sponsored dog walk at the Olympic Park.
The ads run with the call to action to join the event and bok tickets at dogsunite.co.uk or text 88802.
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