Case Study: Guide Dogs NSW/ACT changes perceptions of blindness with Keep Left

Guide Dogs NSW/ACT lifts brand perception 16% with Keep Left

Guide Dogs NSW/ACT, a trusted Australian charity, faced the challenge of widespread public misconceptions about blindness. These biases, stemming from a lack of education, created real-world barriers for people with vision loss, such as high unemployment rates. The charity also needed to engage a younger demographic of supporters and broaden awareness of its services beyond providing guide dogs. To address this, they partnered with the vendor Keep Left on a campaign focused on accessibility and behavior change.

Keep Left conducted proprietary research to identify key knowledge gaps among young Australians. They then developed an integrated campaign, "For a Boundless World," which used honest and humanizing films, photography, and FAQs to showcase the capabilities of people with blindness. This solution, created with consultants who have lived experience, successfully repositioned Guide Dogs as accessibility advocates. The campaign achieved a 2.7 million total reach, 2 million video views, and a significant 16% lift in brand perception.

Guide Dogs NSW/ACT