Guide Dogs picks agency for 'Forward, Together' brief

Guide Dogs, the world’s largest assistance dog charity that can trace its roots back to the nearly 100 years, is aiming to take a 21^st century path to growth by appointing digital agency We Are Social to support its fundraising initiatives.

The agency has been tasked with continuing to change the public’s perception of the charity, to promote the other services it offers for those living with vision impairment.

The charity first launched a national marketing campaign back in 2023 (pictured) to raise awareness of its work in helping people with sight loss live the life they choose.

Developed by MSQ-owned agency The Gate, “We Find the Way” was its first truly integrated brand and legacy fundraising initiative, with a media plan and creative tailored for brand awareness in prime time and a legacy response during daytime.

Guide Dogs now wants to promote its “Forward, Together” programme, a 15-year strategy that aims to help create “a world where people with sight loss can live the life they choose”. The strategy is now live across all the organisation’s touchpoints.

We Are Social has already worked with Guide Dogs to deliver its strategy to consumer and corporate audiences and hosted workshops with stakeholders aimed at shifting customer perception.

Guide Dogs chief marketing and fundraising officer Terry McGrath said :“The whole team is incredibly proud of the Forward, Together strategy. We’re an ambitious charity that wants to make a difference in people’s lives by levelling the field for people with vision impairment.

“This refreshed approach to growing our supporter base allows us to move beyond a focus on mobility to that of accessing opportunity. We Are Social’s support and expertise in building this modern and culturally relevant framework has been invaluable.”

We Are Social chief strategy officer Harvey Cossell added: “Guide Dogs is an amazing charity, and it’s wonderful to be a part of this actionable change and growth.

“This partnership has allowed us to leverage our expertise in socially-led strategies and not only support Guide Dogs’ existing goals but also pave the way for them to continue to expand their reach and impact. We’re excited to see Forward, Together come to life and we’re proud of the part we’ve played in it so far.”