From Paws to Purpose: The Story Behind Our Work with Dog A.I.D.

Every year, we’re proud to invest £10k of full-service marketing support into an organisation that’s changing lives locally. Reech & Reward allows us to pour our time, talent, and agency power into a cause that truly aligns with who we are and drive real-world impact in Shropshire.

Our chosen charity in 2024 was Dog A.I.D. (Assistance in Disability) – a cause that strives to unlock independence, confidence, and dignity for those with physical disabilities through the incredible power of their own dogs.

And now, as we near the end of our 12-month partnership, we’re thrilled to reveal just how powerful marketing can be when it’s in the right hands (and paws!).

Why Dog A.I.D?

From our first conversation with Dog A.I.D during the Dragons Den-style pitch, we knew they were a perfect match for us. The team delivered an exceptional presentation, clearly demonstrating how strategic marketing could accelerate their mission. And their passion was undeniable.

But what really stuck with us was hearing directly from the people they support. First-hand stories and anecdotes of clients who now live fuller and more independent lives thanks to their trained dogs. It was impossible not to be moved.

For the charity, 2025 was set to mark a pivotal year: a time to cement its business goals and set a clear growth strategy, following 12 months of internal evolution, including the appointment of new trustees.

The Dog A.I.D. team was bold in its vision, brilliant in its approach, and brave in their work. Which was totally aligned to our ethos and morals.

But its existing resources weren’t telling the full story, and needed support in communicating its values and long-lasting impact to a wider audience. 

That’s where we came in…

Storytelling in Motion

As a creative-led agency, we know the importance of visual assets that are thoughtfully composed to evoke emotion, portray narratives, and spark interest.

Which is why we arranged a comprehensive two-day media shoot to capture the essence of Dog A.I.D’s impact through immersive video and photography.

Day one focused on clients and the support dogs in training, including genuine moments of learning, trust, and connection. Day two followed Abby and her dog, Pepper, to highlight how the charity’s work extends into everyday life: in cafes, shops, parks, and homes.

With this content, we produced a three-minute brand video encompassing who Dog A.I.D. is, who it supports, and the incredible work it does. And we broke it down into bitesize snippets for social media too. 

What we witnessed – the incredible bond between humans and their canine partners – was nothing short of remarkable. They weren’t just pets, they were lifelines. And to be able to produce a brand video to reflect all of this was a real pleasure.

Why It Matters

Working with a charity like Dog A.I.D. reminds us why we do what we do. When great marketing meets an even greater mission, the results extend far beyond impressions, clicks, and generating profit. They change lives.

For our team, this wasn’t just another project. It was a chance to be part of something bigger:

• To feel the joy of seeing someone reclaim their independence
• To know that the work we created will have a long-lasting legacy
• To speak with a variety of people with amazingly positive attitudes and inspiring outlooks
• To have created something that will help more people access the support they need.

(And yes, we also got to spend a few days with some of the most beautiful and clever dogs we’ve ever met too!).

What They Said…

We worked closely with the Dog A.I.D. team throughout the duration of the project, especially Belinda (Bee) Johnson, its CEO.

Following the two-day media shoot, she commented: “I just wanted to say a huge thank you on behalf of the Dog A.I.D team for all your incredible work during our filming days. I know that an enormous amount of work went on behind the scenes to get us to this point.

“Your patience and good humour throughout made the filming days a really enjoyable experience for everyone involved.”

What’s Next…

Beyond the media support, we’ve also assisted with a rebrand – everything from name to narrative – as well as a website audit, strategy recommendations, and social media templates to ensure Dog A.I.D.’s online presence accurately and consistently reflects their new direction and drives clarity for supporters, donors, trainers, and potential clients.

So… watch this space!

And with this project now almost wrapped up, we’re excited to kickstart our 2025 Reech & Reward project. More details about our chosen organisation to come very soon!

Until then, we’ll be cheering on Dog A.I.D. as they continue to transform lives – one trained tail at a time.

Reech & Reward returns in Spring 2026 for Shropshire-based charities and good causes. But if you’re looking for a marketing partnership before then, get in touch and let’s grab a coffee.