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Guide Dogs, 'By My Side' by Karmarama
While sympathy comes quite naturally to most, what we can often lack is the ability to show empathy towards others, to walk in the shoes of someone experiencing life in a way that we are not.
Izzy Ashton
Deputy Editor, BITE Creativebrief
Bite Insight
While sympathy comes quite naturally to most, what we can often lack is the ability to show empathy towards others, to walk in the shoes of someone experiencing life in a way that we are not.
It’s this shift from sympathy to empathy that the charity Guide Dogs are championing in their latest spot from Karmarama, ‘By My Side’. Instead of focusing on the dogs they’re best known for, the campaign puts people at the heart of the messaging.
From educational support to CustomEyes large print books and family support events, Guide Dogs are aiming to raise awareness of the breadth of their services. The launch spot explores a father-daughter relationship featuring Alex Pepper, a former Met Police emergency call handler. In the ad, we watch as the father supports his daughter from the sidelines of her football game.
Aware that her father won’t be able to see her in action, the little girl describes her own performance, perhaps allowing for a little creative licence when it comes to how close she came to the goal. For those families living with visual impairment, this is a relatable scenario. By portraying it in the ad, the charity opens up a space for empathy from its audience, all the while raising important awareness of its services.
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