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Red Puppy Appeal
RNZFB
Federation relaunched the Red Puppy appeal by tapping into and maximising the instinctive love that all people have for puppies and the emotions they feel for people in need. The campaign shows New Zealanders the work these beautiful ‘bundles of joy’ grow up to do with a powerful overarching idea that focussed on the commands puppies learn as they train to become guide dogs. The results were phenomenal, generating more than $1m and an average increase per donor of more than 20%.
