Focus: Corporate Responsibility - Side by side

Andrex and the Guide Dogs for the Blind Association capitalised on their mutual interest in puppies by launching their Help Turn Puppies into Guide Dogs fundraising partnership in September.

Julie Armour, corporate fundraising manager, the Guide Dogs for the Blind Association.

In 2006 the Guide Dogs for the Blind Association celebrates 75 years of guide dogs on British streets, so in anticipation of this and the fundraising opportunities it presents, we looked into the possibility of refreshing the Andrex-Guide Dogs partnership of 1987.

The synergy between Guide Dogs and the Andrex puppy is key to this successful campaign, and the partnership is aimed at the family audience because Andrex is a family-oriented brand. For example, we wouldn't necessarily go to Charmin because they use bears in their advertising.

Kimberly-Clark has been an ideal partner, from the professionalism of the brand team through to the quality of the materials used. Everyone involved has shown commitment, passion and high levels of support for this promotion.

One challenge was making sure the key messages stayed consistent. This was achieved by ensuring the simplicity of all materials and marketing.

Working with Andrex through a variety of media has raised the profile of Guide Dogs.


Our joint fundraising promotion aims to turn more puppies into guide dogs because we've seen the extraordinary partnership between a guide dog and its owner.

Everyone can participate and raise money by collecting tokens on packs of Andrex and sending them off with £5 to receive a limited edition cuddly Andrex guide dog puppy.

We chose Guide Dogs because there is common visual fit, a strong belief in the independence that a guide dog can bring, and an obvious natural link between the Labrador guide dogs and the famous Andrex puppy.

We've worked closely together from the beginning, making joint decisions on elements such as key messages, the cuddly pup, imagery and pack design.

We have developed a united campaign that is already doing better than we anticipated.

The best thing about working with Guide Dogs is its passion for helping blind and partially sighted people - this gives the campaign a great energy. As a result, we are all dedicated to making a huge success and raising as much money as possible.

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