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Support Scent

Award: Wood Pencil

Wood Pencil / Direct / Direct Integrated Campaign / 2011

Guide Dogs Australia’s sole purpose is ending the isolation that can result from being blind. So when creating support for its cause, we thought it absolutely vital not to exclude the blind. Anything requiring sight, such as ribbons, was considered unacceptable. So we created something that appeals to another sense entirely – smell. A unisex fragrance called Support Scent was born, which actually allows the blind to recognise support around them. Priced at $5, all proceeds from the scent go to the charity. Now a whole new support base for the blind has emerged, with a 33 per cent lift in fundraising upon launch.

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