Guide Dogs is aiming to raise around £900,000 from its Christmas appeal which will run across multiple channels.

Launched two weeks ago at a meeting with Santa at Hamleys in London, the charity’s Christmas campaign will reach audiences via radio, direct mail, press and outdoor advertising as well as digital, inserts and direct response television for its Sponsor a Puppy ask.

The campaign broadly targets it 55-plus legacy market for its above-the-line activity, with asks starting at £3 text donations depending on the audience.

The campaign is focusing on two case studies; one in which a woman, who lost her sight during pregnancy, has had her life changed by guide dog, and another in which a man is still awaiting a guide dog.