Guide Dogs Communications Team
Guide Dogs is well known for its incredible dogs. Getting people to care about the issue of sight loss and to know about our other life changing services is an ongoing challenge.
The national comms team used the hook of the charity’s 90th anniversary in 2021 to celebrate our history and success, but more importantly to rip up the normal comms playbook and bring relevance and new ways of communicating what Guide Dogs is all about in a post pandemic world. The team developed new accessible channels to reach service users, volunteers and staff, injected levity and creativity into our comms, and positioned us as an expert source of dog knowledge to tap into the boom in new puppy ownership during the pandemic. Our work helped move Guide Dogs into the fourth spot within the You Gov list of most popular charities and drove our Buzz score to 8.1%.