Services
Events
Creative
PR/ Communications
Media
Challenge/ Brief
In 2021, Guide Dogs Queensland entrusted us with the exciting task of supporting their inaugural Giving Day. This involved crafting a comprehensive strategy, developing a creative concept, and executing the campaign, along with PR and event-day support. As one of Australia’s most trusted not-for-profits, Guide Dogs Queensland already had an extensive and engaged donor base.
However, they aimed high for their first Giving Day, setting an ambitious goal of raising $1 million. To make this even more challenging, they wanted all donations from the public to be quadrupled—a bold approach requiring $750,000 to be pre-committed by corporate partners and philanthropists before the 24-hour event began. It was an ambitious challenge with the bar set incredibly high for a first-time campaign.
The numbers speak for themselves
1.5 Millon
Queenslanders were reached via PR Coverage
12 Hours
The target was reached
$1 Millon
Raised
Our solution:
We recognised the importance of creating a campaign that was both instantly recognisable and impossible to forget. Drawing on the ‘4x’ multiplier mechanism, we needed a concept that showcased the generosity of donors while keeping the Guide Dogs at the heart of the campaign. Taking inspiration from the infectious hit single Who Let the Dogs Out? by the Baha Men, we cleverly reimagined the lyrics to centre on donors and their role in supporting the cause. By incorporating a playful refrain of “You, You, You, You,” the campaign hit all the right notes—both emotionally and creatively.
To amplify the message, we produced a Community Service Announcement (CSA) featuring a jingle adapted for radio. The pre-event buzz was bolstered by bold billboards and a launch event in Brisbane’s King George Square the day before Giving Day. Our PR efforts secured coverage across major media outlets, including features on all major television networks, an article in The Courier-Mail, and interviews on local radio stations.
On the day of the event, our team at Superdream provided hands-on support, even jumping on the phones to encourage donations. From writing compelling phone-room scripts to offering strategic advice and media management, we worked tirelessly to ensure success. Remarkably, Guide Dogs Queensland hit their $1 million target in just 12 hours, proving the power of a creative, well-executed campaign and the generosity of their supporters.
