A Guiding Idea that shows and conveys how KNGF is able to open new worlds for people with disabilities with the help of trained dogs. Articulated in an ambitious promise.
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BRAND STRATEGY
Together with KNGF Geleidehonden and the VIM Group, we developed a new strategy for the brand. A different direction with a greater focus on the impact of the guide dog on the client's life. 'KNGF opens worlds' is a Guiding Idea that not only steers all communication, but the entire organization as well.
BRAND GUIDE
Rolling out a Guiding Idea starts within the internal organization. Everybody needs to be on the same page. That's why we created this special brand book, intended for all employees and volunteers. With the dog as a keyhole. A beautiful symbolism for ‘KNGF opens worlds’.
CAMPAIGN
In the campaign, we show the different worlds that KNGF opens and for whom. These can be concrete worlds, such as a sports club or a restaurant, but also more abstract ones, such as having a relationship or even venturing outside at all. All examples in the campaign are based on real stories.
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Julia's world
A world without loud fireworks. This would not only benefit Julia but also her assistance dog.
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Leah's world
A story about how Leah was able to break free from social isolation thanks to her guide dog.
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Roland's world
A story about ex-riot squad officer Roland, who struggles with PTSD but can still be a father thanks to his buddy dog.
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Rose's world
A story about how Rose's relationship dynamics have changed due to her disability.
“The Guiding Idea plays an important role in our growth strategy. Placing the impact our dogs have at the center is of great value in achieving more brand preference. It gives us meaningful differentiation along with the importance and ability to claim it as a brand.”
Sandra is bound to a wheelchair. Until recently, she was afraid to go outside. Since she got her assistance dog, Babbe, a new world opened up for her. This was an advertisement created for the magazine Linda with a QR code linking to the true story.
