Outdoor ad: Guide Dogs Australia: Guide Dogs CuteR Codes

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Who can resist cute puppy dog eyes? Especially when they belong to a future Guide Dog that will one day help bring independence to a person with low vision or blindness?

Adorable puppies are starring in a series of bold, out-of-home (OOH) billboards, alongside an oversized QR code, in a campaign by The Royals for Guide Dogs Australia (GDA), promoting the charity’s June end of financial year (EOFY) donation drive.

Inspired by the knowledge that giving to a good cause and adorable animals both provide a powerful mood booster, The Royals set out to do just that in OOH executions by featuring Guide Dogs’ cutest happy-making asset: puppies. The billboards are dominating public transport shelters on the east coast of Australia across Melbourne, Sydney and Brisbane.

Scanning the QR code – or ‘CuteR’ code in this case – takes commuters to a donation landing page, inviting them to give the gift of independence to Australians with low vision or blindness by making a tax-deductible donation to Guide Dogs before June 30. The use of QR codes allows The Royals and Guide Dogs Australia to track the panels to donations and measure the effectiveness of the campaign.