Palin Communications worked closely with Guide Dogs NSW to launch a new campaign, Don’t turn a blind eye, which aimed to encourage the community to play a more active role in assisting people with vision impairment and to recognise the environmental obstructions that can make navigation difficult for people with imperfect vision.

Palin Communications developed and coordinated a media relations strategy, the week of International White Cane Day, targeting Sydney (with ambassador James Pittar) and regional media highlighting environmental obstructions and alerting the community to proper guiding practices.

TV coverage of the Duide Dogs NSW/ACT campaign launch

Sydney media were approached to discuss story opportunities about the new campaign. All Sydney based media and Canberra radio were given the opportunity to interview James Pittar and a Guide Dogs NSW/ACT representative in the lead up to International White Cane Day.

Palin Communications also worked closely with the regional managers to discuss local media opportunities to promote the new campaign. Depending on each regional area, managers were encouraged to explore:

• Partnering with a local school for a "guiding challenge"; where Guide Dogs NSW/ACT teach the school students about helpful guiding techniques 
• Driving a story about environmental obstructions and focus on encouraging positive environmental changes to make navigation easier for vision impaired people in the community

ACT and Orange pursued the school angle and partnered with local schools who were preparing to welcome new students with vision impairment in 2011, while Dubbo, Wollongong, Newcastle, Albury and Coffs Harbour pursued the environmental obstruction angle and worked with local media to arrange interviews, photo and filming opportunities on a case-by-case basis.

Guide Dogs NSW/ACT received Sydney metropolitan and regional coverage for the launch of the campaign. James Pittar was interviewed by Dr Graham Malouf on 2GB's Sunday program Your Health as well as his regional radio program. In addition, James was interviewed by ABC 666 Canberra and 2CC and an article appeared in AJP’s pharmacy e-newsletter.

Regional media coverage included articles in Coffs Coast Focus magazine, The Coffs Coast Advocate, the Daily Liberal, Kiama Advertiser, St George and Sutherland Shire and The Northside Chronicle. In addition Guide Dogs NSW/ACT spokespeople were interviewed by 2CC, ABC Newcastle, KO FM Newcastle, 2AY Albury and ABC Illawarra. News packages about the campaign and International White Cane Day ran on PRIME Albury and WIN Canberra.