By Clare Kermond
WITH every other week dedicated to a cause and enough ribbons and wrist bands out there to wear a new one every day of the week, it's tough to stand out in the battle for the charity dollar. But Guide Dogs Australia is confident is has come up with something unique.
Aptly enough for a charity dedicated to the vision-impaired, the group's latest fund-raising product can't be seen at all - it's a scent.
Guide Dogs Australia has worked with beauty group Kit to develop its own fragrance, which will be sold as a perfume and used in a small range of lotions. Theresa Hoogland, head of marketing and fund-raising for Guide Dogs Australia, said the charity worked with advertising group Clemenger BBDO on the idea of appealing to senses other than sight, as well as developing a product to draw in a younger demographic.
''Usually with charity you have a badge or a ribbon or a soft toy, but if you're vision-impaired, of course you can't see people supporting you by wearing a badge or a ribbon,'' she said.
Ms Hoogland said the response from clients had been terrific. ''They thought it was amazing, we've had terrific feedback with people saying, 'finally, something we can get involved with' ''.
Braille letters sprayed with the perfume were sent to Guide Dogs Australia's clients so they would know when people were supporting them by buying the perfume or lotion.
Ms Hoogland said Guide Dogs Australia approached Kit, sister brand to Mecca Cosmetica, because of its credibility in the industry and its young image. Research found that most of Guide Dogs Australia's donors were aged 45 and over and the group wanted to build its name among younger people.
''We wanted to connect with that 18-to-35 age group, even those who may not be donating yet, to get our name out there for when they are ready to start thinking of contributing to charity,'' Ms Hoogland said.
She said she had been asked several times whether the scent was anything like a wet dog and was happy to report that it was a very pleasant, appealing perfume.
The perfume, Support Scent, comes with a braille card attached and is available from Kit stores and selected Myer stores.