As part of The Sanctuary Shopping Centre’s desire to help uplift and educate the community, Blueberry Creatives conceptualised a campaign partnering with the Guide Dog Association and Lions Operation Bright Sight. Shoppers had the opportunity to meet the VIPS “Very Important Pooches” and have a free Pre-Visual Health Screening at the Sanctuary Shopping Centre over Valentine’s Weekend. The Guide Dog puppies and trainers were positioned on a red carpet with velvet stanchions. Eye-test boards with messages of encouragement and a spectacles donation box were placed in the centre during the lead up to the event.
Our goal was to break stereotypes about disability by encouraging shoppers not to cast judgement on people with impairments but to love and include them. “It’s not what you see, but how you see it.” The event was promoted via SMS, a mailer, social media, digital screen adverts, a website banners and on Bok Radio and Radio Helderberg. The total donations raised for The Guide Dog Association on both days was R5549.50. The total amount of spectacles donated to Lions Operation Bright Sight is approximately 1000+ over the course of a month. The results were better than we could have imagined, truly proving that people are willing to be Guided by Love.