Our approach centred around Natasha’s journey, sharing how her assistance dog Emma has transformed her life. Emma helped Natasha become more independent and participate in her community in a positive way. The narrative highlighted her emotional struggle before getting an assistance dog, and the growth in confidence and connection that followed. Emma has supported Natasha to overcome barriers, especially in social settings. She also provides profound practical support, from lifting and lowering Natasha’s wheelchair footrest, to picking up dropped items.

Natasha’s story emphasised the importance of unconditional love and community inclusion. The call for donations focused on helping other people like Natasha experience the same life-changing benefits an assistance dog brings.

A 4-page direct mail letter presented an in-depth look at Natasha and Emma’s story. The text-heavy piece broken up with photos of Emma and the up-and-coming pups and supported by image-forward lifts.

The campaign featured authentic, warm, and emotionally engaging images. Tight crops centred the focus in on the human connections and personalities of the dogs/puppies. An organically shaped graphic device inspired by a paw framed photography, adding a unique and cohesive visual touch.