Guide Dogs help people see benefits of better PR
Making noise around any promotional day, week or month always comes with its challenges. There's always competition from other players and the constant search for a fresh news angle.
Guide Dogs NSW/ACT enlisted Palin Communications to assist with developing a project that created some media interest and focus around their organisation and in particular, praise the work of their guide dogs.
Using International Guide Dog Day (29th April) as a backdrop, Palin Communications used this as an opportunity to launch a new public education campaign, Guide Dogs Welcome Here, which focuses on the access rights of guide dog users in hospitality venues.
Media briefings to launch the new campaign were convened in Sydney, Canberra, Coffs Harbour, Port Macquarie, Orange, Newcastle and Albury on the 28th and 29th of April. Each briefing was hosted at a well known restaurant in each region with the support of local guide dog users willing to share their own stories and lend their support for the campaign.
The Sydney launch of International Guide Dog Day was proudly supported by guide dog user and Human Rights and Disability Discrimination Commissioner Graeme Innes, as well as Sydney City Deputy Lord Mayor Cr Marcelle Hoff.
The campaign launch generated enormous support from regional TV networks, newspapers, radio as well as Sydney major metro media and hospitality publications.
