Devised by direct-to-digital agency TDA, the campaign highlights the special, life-changing partnerships between guide dogs and their owners.

It features a trainee guide dog puppy called Jack and the story of Voss, a qualified guide dog who saved his owner's life by blocking him leaving a train that had stopped short of the platform.

Direct mail will be the campaign's principal channel and recipients will be able to respond either by post or by visiting a bespoke landing page online.

Tailored versions of the campaign have been developed for 'cold' and 'warm' audiences and two seasonal incentives, a Christmas card and a calendar, will be tested.

Maria Novell, direct marketing manager at the association, said: We are exploring a softer, more emotional tone with this pack, but it is information-led and underlines the importance of funding to help us train more guide dogs."

Clare Siddall, account director at TDA, added: "This campaign highlights the importance of guide dogs in transforming the lives of blind and partially sighted people.”