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Client brief
When children’s TV programme Blue Peter adopted a guide dog puppy called Magic, Guide Dogs wanted to make the most of this valuable opportunity to capture the interest of millions of young viewers. They needed a stunningly well designed website with a look and feel that would appeal to kids to encourage them to spend time between TV programmes learning more about the dogs and getting involved with the charity.
Our response
Meet the Family enables young people to take their interest in guide dogs beyond the weekly episodes of Blue Peter to an interactive website where they can follow the life of a puppy called Magic and meet his brothers, sisters and parents.
A mix of animated cartoon characters and photographs tell their stories and introduce the stages in the life of a guide dog from training to its extraordinary working live.
The site encourages kids to get involved by taking part in fundraising activities and help out by raising awareness of things that can make life tough for a guide dog - such as discarded chewing gum sticking to its coat or having to manoeuvre around a bike that has been carelessly thrown to the ground.
Competitions, screensavers and e-cards all help to communicate important educational messages in a way that is appealing and fun to young people.
Playne Creative handled all the design work including briefing and commissioning illustrators. We met a very tight deadline – the Blue Peter episode introducing Magic for the first time.
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