Guide Dogs NSW/ACT recognise International Guide Dog Day.

Palin Communications worked with Guide Dogs NSW/ACT to coordinate a case study driven media relations project in the lead up to International Guide Dog Day (27th April). The project focused on the theme, You don't have to be blind to get help from Guide Dogs NSW/ACT and aimed to draw attention to the broader implications of vision impairment and encourage people to avoid delays in seeking help.

Guide Dog mascot Gulliver

The project's theme was supported by Guide Dogs NSW/ACT's 2011 Roy Morgan survey which showed almost 60% of respondents were unaware the Guide Dogs NSW/ACT provided services for people who are starting to lose their vision.

In addition to the Roy Morgan survey, results from the Access Economics report (which was commissioned by Vision 2020) Clear Focus: The economic impact of vision loss in Australia in 2009 were also used to demonstrate the broader impact of vision loss. Low vision increases the risks of falls, accidents and depression.

In combination with Palin Communications' media relations with regional/major metropolitan/national media and Guide Dogs NSW/ACT's media relations with Sydney suburban media the campaign achieved 98 pieces of coverage and more than 2226888 opportunities to see Guide Dogs NSW/ACT messages.