One of the greatest struggles the blind face due to their condition is incredible isolation. So when tasked with creating a new way to generate support for Guide Dogs Australia, the country?s leading vision impaired services organisation, it seemed vital we didn?t inadvertently exclude the blind - by creating anything visually based such as a ribbon or wristband. Also the traditional donor base, older people, were showing donation fatigue with Australia as a whole moving through the global financial crisis. As a result we needed to open the charity up to a new support base as well as appealing to existing donors.

To this end, we decided to create something new that appealed to another sense entirely ? smell. A unisex fragrance called Support Scent, that for the first time allowed the blind to actually recognise support around them. To ensure quality and credibility, we worked with KIT Cosmetics, one of Australia?s leading cosmetics brands to make the scent. And prior to launch scented letters went out to Australia?s blind community to ensure they recognised it when worn. Support Scent launched via events, advertising, digital channels and has been sold nationwide for $5 - online, at cosmetics stores and Australia?s largest department store chain MYER with all proceeds going to Guide Dogs Australia. As a beauty product, Support Scent?s broken through traditional charity distribution barriers and drawn attention to the cause in a new arena ? fashion, including appearances in Vogue. In departing from traditional methods with something not only inclusive, but actually desirable; the charity?s discovering an entirely new support base. Fundraising lifted 33% when Support Scent launched. 47% of people find the project makes the charity now more relevant. 79% of people exposed to it now want to more actively support the cause (for women alone, its an astonishing 85%).