Print ad: Guide Dog Appeal: Doggy Doonations

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It takes over $50,000 to train one guide dog, with all funds coming from donations. But in the tough economic times of 2025, fundraising was facing immense difficulty.

The challenge: how do we get donations when people are holding on to their money?

We hyper-targeted the people most likely to truly empathise with the cause: dog owners. Then we grabbed something they already used - doggy poo bags - and rebranded them as a donation mechanism.

They already bought poop bags by the truckload. Why not help other dogs out while they’re at it?

Targeted outdoor was placed along well-known dog walking areas, with a simple QR code to make purchase simple and easy. We also targeted vets, turning clinics into point of purchase, and well-known dog lover influencers promoted the bags on their own channels.

Blind Low Vision NZ is now working for it to be an always-on revenue fundraising stream, with nearly half the stock sold after just the first week.