UK charity Guide Dogs is unveiling an interactive campaign with MBA to build awareness of its activity on behalf of blind and partially sighted people.
The campaign features the new line 'Guides For Life' and is based around a series of real-life audio stories from beneficiaries of the charity.
The focus of the campaign is a mobile-optimised site and is supported by billboards in London Underground stations which contain QR codes that direct viewers to the Guide Dogs website and related audio stories.
MBA is setting up a ‘sensory tunnel’ at Waterloo tomorrow, Friday 7 June, where commuters can opt to go through a sound tunnel and experience what it is like to be blind, and to find out how guide dogs can assist in the situation.
Stephen Maher, chief executive officer at MBA, said: “We are enormously proud of this campaign, using social media to amplify awareness and build engagement was critical. Guide Dogs is such a great organisation and this campaign will do a lot to raise awareness of all the great services they provide.”
Davis Print handled media planning and buying for the campaign.