Guide Dogs SA/NT has launched a new campaign, developed by kwpx Adelaide, in anticipation of International Guide Dogs Day on April 24.

The campaign, which includes a comprehensive social media initiative, aims to raise donations to support the breeding, raising, and training of more guide dogs. The campaign is also being rolled out across Out Of Home (OOH), TV, radio, and online platforms.

The fundraising campaign, titled 'Dogs Unite for Guide Dogs', encourages dogs, with the assistance of their owners, to fundraise for Guide Dogs. The campaign is led by hero dogs Angus, Maple, and Barry.

“We wanted to create something different, something new to gain awareness for our fundraising event in a very congested marketplace," General Manager of Fundraising, Marketing & Communications for Guide Dogs SA/NT, Jason Clark, said. "Everyone has embraced this idea and together we want to make sure that our Guide Dogs Day fundraising event is a success for many years to come.”

The campaign is supported by multiple media partners including JCDecaux, Fresh FM, 5AA, Network 9, Network 10, Mix 102.3, Val Morgan, oOh! Media, Media Nest, Cartology, Solstice Media, NewsCorp, and Territory FM.

"When we sat down and looked at this landscape, it struck us that there are literally millions of people throwing their support behind charities," Kwpx ECD, Corey Swaffer, said, "So we asked ourselves what if, instead of people, we got dogs to do the fundraising for Guide Dogs?”

Kwpx ECD, Brenton Bleechmore, added everyone is familiar with the idea that dogs beg, whether it be for biscuits, for meals, or walks.

"But now they are putting their begging skills to use for a bigger cause," he said.

Kwpx Head of Strategy, Morgan Owens, noted there are more than 564,000 pet dogs across SA & NT. "That’s a hellova fundraising army to mobilise.”