To demonstrate that guide dogs can go anywhere, we placed over forty guide dogs throughout the newspaper in areas that are traditionally off-limits to advertisers.

They could be found roaming freely through the editorial sections and even made appearances in other advertisers’ material.

Due to the unconventional nature of the ad it had enormous cut-through on the day. The Blind Association were inundated with enquiries and messages of support and fund-raising on the day was extremely successful.

Unfortunately there are no real measures of commercial success and no formal post-analysis was conducted to quantify any attitudinal change.