Guide Dogs Australia: Support scent

How do you show support for someone who can't see?

Clemenger BBDO Melbourne has answered this question by turning traditional charity marketing on its head and creating a fragrance.

When it came to developing an innovative way to generate support for the blind and vision impaired, the creative team considered it vital that the solution didn’t inadvertently exclude them. Anything that appealed to people’s sight, such as a ribbon or wristband, would only add to the problem. Instead they decided to create something that appealed to another sense entirely – smell.

“Most people don’t realise that one of the greatest struggles the blind and vision-impaired face as a result of their condition is incredible isolation,” said Clemenger BBDO Melbourne ECD Ant Keogh.

“Our client, Guide Dogs Australia, devote themselves tirelessly to ending this isolation. They provide a whole raft of services to the blind that go far beyond the public image of dogs”.

Thus the agency, created a unique fragrance called Support Scent, with the assistance of Kit Cosmetics (sister brand to Mecca Cosmetica), one of Australia’s leading cosmetics brands.

Even the packaging of the scent itself is inclusive of blind people – with the scent name also printed in Braille. The agency also created Braille letters, infused with the fragrance, to send out to the blind to ensure they could recognise the scent and who was supporting them.

As an actual beauty product, the scent has also broken through the traditional barriers of charity distribution, being sold nationwide at department and cosmetics stores, including Myer and Kit stores as well as online - with all proceeds going to Guide Dogs Australia.

Support Scent will be promoted via a national media campaign including television, cinema, press, radio and outdoor. An online community is already growing fast at supportscent.com, the home of the fragrance. At the website people cannot only buy the scent, but join and learn more about the project with mini-documentaries about the cause.

In fact Kit recognised the idea had so much potential - as not just a charity project but as a beauty product in its own right - that they’ve now created an entire Support Scent range - including scented body lotion, body wash and a candle.

Advertising Agency: Clemenger, BBDO, Melbourne, Australia
Executive CD: Ant Keogh
Interactive CD: Damian Royce
Creatives: Tom Martin & Julian Schreiber
Agency Producer/Project Manager: Sevda Cemo
Interactive Producer: Sam Hodgson
Strategy Planner: Mike Hyde
Project Manager: Jo Currie
Account Manager: Nici Henningsen
Group Account Director: Ricci Meldrum

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5 comments

Adaddicted's picture
Adaddicted
3435 pencils

"great service you provide... love it for no reason!"

withalltherespects

Phil Lestino's picture
Phil Lestino
1670 pencils

Very worthy......hope it smells nice

fadirahhal's picture
fadirahhal
231 pencils

Great

Guest's picture
Guest

To.
The Director General,
The Principal,
Subject: Application for the post of Braille code instructor/teacher.
Proficiency Language of Braille Code: English.Arabic.Urdu.
Subject: Application for the post operator of Braille Embosser/ Braille Press.
Subject: Application for the post of mobility instructor.
Subject: Application for the post of lecturer of Urdu language and literature.
Sir,
Having come to know through a reliable source that the above posts are lie vacant under your good control, I beg leave to offer myself as a candidate for one of them. As regards of my qualification and particulars, I state as under:
Personal Information:
Name: Mr. Naveed Akhtar
Father Name: Mr. Rashid Ahmad
Date of Birth: 21st July 1981
C.N.I.C. No: 33100-0806755-1
Mobile No: 0092 -301-6074620
Hobbies: To study the current affairs of social life.
Nationality: Pakistani.
Marital Status: Single
Blood Group: B+
Proficiency Language: English.Urdu.Punjabi.Arabic.
E-Mail: mr_naveedakhter@yahoo.com
Permanent Address:
D-Type Colony Asa Singh Wala (Iqbal Town) Faisalabad. Pakistan. Postcode No: 38080.
Professional Experience:
Working as a Braille teacher at Al- Minar Adult Blind Center since 7th January 2007 to onward.
Qualification:
1. Diploma In Braille Language: 1. Hadley School For The Blind. (U.S.A.)
2. Al-Faisal Trust An Associated Member Of World Blind Union Paris. (France)
3. Directorate of Special Education, Lahore (Pakistan)
4. Batchelor In Education (Edu Uni Lahore. 1579/2200 1st Div B+ Grade)
5. M.A Urdu (P.U. Lahore 482/1000 2ed Div C Grade)
6. B.A (P.U. Lahore 485/800 1st Div B Grade)
7. F.A (FSD Edu Board 671/1100 1st Div B Grade)
8. Metric (FSD Edu Board 452/850 2ed Div C Grade)
9. Computer Skills:
Well Experience in M.S Word, Excel & Internet.
I would appreciate your considering me as a candidate of the above mentioned posts as well as listen from you.

With best wishes,
Mr. Naveed Akhtar
Mobile No: 0092-301-6074620

Dear Sir!
If there is not any post is lie vacant under your good control, please refer this application to the Special Education Ministry, General Education Ministry, school of language, N.G.O. of special and general education or any other relevant education trust according to your best knowledge.
Thanks a lot.
With best wishes,
Mr. Naveed Akhtar.
E-Mail: mr_naveedakhter@yahoo.com

Guest's picture
Guest

Love it! It's new and it's an innovation!

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