Guide Dogs Australia

Raising funds via PAWGUST


To launch a fitness and fundraising campaign with ‘paw-pose’ for Guide Dogs Australia.



If you Google ‘fundraising initiative,’ thousands of non-for-profit campaigns will appear.
So when Guide Dogs Australia came to us with their latest dog walking initiative, PAWGUST, one of the biggest challenges was finding a way to cut through the noise, increase participation and maximise funds for puppies in training.



In a bid to get Australian dog owners on board and highlight the importance of walking your furry friend, we surveyed 1000 people about their dog walking habits. And we used the results to tug at heart strings across the country.
They showed while we’re a nation of dog lovers, 1 in 10 owners do not walk their dog at all and one third of dogs are walked less than twice a week. To validate and drive home this message (and promote our campaign) we worked with a number of dog experts and trainers who spoke about the physical and mental benefits of exercise for a dog.



As a result, more than 5000 people registered for PAWGUST, raising an incredible $600,000 for puppies in training. Our message was beamed into lounge rooms across Australia via some of the country’s biggest TV networks including the ABC, Channel 7, Channel 9 and Channel 10. And with an average quality of 86 out of 100 on the Impact Score, at the end of the month-long campaign we’d achieved 142 media stories. Of those, 71% were in Tier 1 media, plus we also achieved 100% multiple key message penetration and a reach of 28 million.