The charity, which has found that it is most well known among the middle-aged and elderly, has mounted a PR drive to publicise its endorsement of a CD single by Matt Goss-led boy band All Eyes.
Guide Dogs wants to use She’s A Vision, released this week, to increase its support from teenagers and young adults. Proceeds from sales of the single will go towards funding the training of 20 guide dogs and the band will promote the work of the charity in interviews.
‘We want more teenagers to think of Guide Dogs when looking for a charity to support,’ said special projects manager Chris Dyson.
The boy band was put together by Guide Dogs’ corporate patron Specsavers Opticians, following the success of a Specsavers ad campaign that featured three members of the band.