Media industry adds sunshine to Guide Dogs Association

The conventional element of the campaign is an awareness and SMS fundraising communication that aims to maintain the profile of SAGA in the public's memory and to raise much-needed funding for the organisation. The second campaign element will see its first education campaign in a drive to show the working bond achieved between a human and his guide dog.

Together, the two campaign elements comprise a comprehensive national media campaign across radio, television, print, cinema, street pole ads and billboards, all of which have been sponsored by various players in SA's media arena.

"I am personally stunned by the generosity of the media industry as a whole,” says campaign director of the association, Barry Mason, who points out that 90% of their sponsors are ongoing supporters.

A regular supporter of the annual media campaign, this year outdoor media group ADreach has sponsored installation and flighting of 150 street pole ads in support of SAGA's fundraising and awareness activities. The campaign can be seen on street pole ads in Joburg and Pretoria until the end of August.

According to Mason, outdoor media plays a crucial role in supporting the campaign's television, radio and cinema applications. "Street pole ads have allowed us to cover a much wider area, extending the reach of our campaign significantly. The sites allocated to us in Pretoria and Joburg have provided us with a valuable platform in these areas; speaking to the medium's ability to target selected markets with strategically placed communications," Mason concludes.

To donate R10 to SAGA, SMS 'sunshine' to 38051 or go to www.see.za.org. For more info on SAGA, visit www.guidedog.org.za.