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Karmarama Launches Latest Campaign for Guide Dogs

Karmarama’s latest campaign is ‘Nell’s First Day’ for leading sight loss charity Guide Dogs. The campaign aims to highlight the role of the charity and the services they offer for children and young people beyond the provision of guide dogs.


The thought-provoking campaign running across TV and online channels, features a little girl called Nell moving through the corridor of an empty school ahead of her first day. We see Nell’s journey through the school and enter a classroom, to be greeted by her GuideDogs habilitation specialist who is helping get Nell ready for the start of the school year. In a heart-warming end to the ad we see Nell on her first day, happy and confident amongst her friends.


The campaign aims to raise awareness of the challenge visually impaired children face in reaching key milestones. Timed to coincide with back to school, which for any child and their parents is a huge moment, this ad showcases the invaluable support Guide Dogs offers children with a visual impairment and a glimpse of the specialist advice and services that they provide.


Click here to view the work.


Karmarama is the UK’s most progressive creative agency, part of Accenture Interactive, working across advertising, PR, data-driven communications, mobile platforms and products, digital and innovation. The agency is known for its ability to blend creativity, digital and data, to help brands better engage with consumers. Or as Karmarama calls it – Connected Creativity. It is one of the most effective agencies in the UK and has won the DMA Grand Prix for the last two successive years, in 2017 for its work for the Army. It was again the highest ranked creative agency in the Sunday Times Top 100 Companies to Work For in 2019.