Guide Dogs appoints Zone for social media strategy

Guide Dogs, the UK charity for blind and partially sighted people, has appointed Zone for a new social media strategy brief after a competitive pitch.

Guide Dogs: was founded in 1931
Guide Dogs: was founded in 1931

The agency's brief is to attract younger donors to Guide Dogs, which currently has a core audience of women over 40. The charity is also switching its focus to non-pet owners.

Zone will build on the charity’s work with ITV’s This Morning which features Labrador puppy Clover as its official guide dog in training. Clover already has a dedicated social media account.

Sonya Roberts, the deputy head of communications and campaigns at Guide Dogs, said: "As the media landscape continues to change, we have to use the right content not only to engage audiences but also turn them into advocates for the work we do."

Last June, Guide Dogs appointed Proximity to handle its fundraising and brand advertising. MC&C was also bought on to handle its media buying and planning. 

The two agencies replaced incumbent Rapp, who had held the account since 2010. 

Founded in 1931, Guide Dogs supports visually impaired people across the UK. Its four schools train over 1,000 new guide dogs every year.