Running across television, in-store displays and the Supportscent.com website, the campaign been created to raise social awareness and financial support for Guide Dogs Australia. A guide dog restores mobility, returns independence and ends the isolation from society that can so easily occur. It's a vital service that receives no government funding.
“Most people don’t realise that one of the greatest struggles the blind and vision-impaired face as a result of their condition is incredible isolation,” said Clemenger BBDO Melbourne executive creative director Ant Keogh.
The project partners with cosmetic brand Kit Cosmetics and sees braille letters included on the product packaging to show support for the visually impaired.
The team at Clemenger BBDO suggested that many charities use ribbons or wristbands to campaign, but this means nothing to the segment involved in this project. Using scent is a relevant and different approach to close the gap between those with and those without their eyesight.
Guide Dogs Australia is a private, non-governmental organisation. 480,000 people in Australia live with vision impairment. According to the Centre for Eye Research Australia's insight report, the number is expected to have increased by 66 per cent in 2024.
Credits:
Project Support Scent
Client Guide Dogs Australia
Creative agency Clemenger BBDO Melbourne
Executive creative director Ant Keogh
Interactive creative director Damian Royce
Creative team Tom Martin, Julian Schreiber
Agency producer & project manager Sevda Cemo
Interactive producer Sam Hodgson
Strategy planner Mike Hyde
Project manager Jo Currie
Account manager Nici Henningsen
Group account director Ricci Meldrum
Exposure Television, online, in-store
