International White Cane Day
GUIDE DOGS AUSTRALIA
Four stories. One powerful symbol of independence.
More than 453,000 Australians are living with blindness or low vision.
Yet misconceptions around white cane use persist. Too often, the white cane is misunderstood or seen only as a mobility aid, rather than what it truly represents: independence, confidence and freedom.
Guide Dogs Australia engaged us to develop a national campaign for International White Cane Day that would raise awareness, shift perceptions and celebrate the role white canes play in enabling people to live life on their own terms.
Yet misconceptions around white cane use persist. Too often, the white cane is misunderstood or seen only as a mobility aid, rather than what it truly represents: independence, confidence and freedom.
Guide Dogs Australia engaged us to develop a national campaign for International White Cane Day that would raise awareness, shift perceptions and celebrate the role white canes play in enabling people to live life on their own terms.
A runner. A photographer. A cyclist. An advocate.
Four individuals navigating their own paths, united by a shared experience.
Filmed across locations in Queensland and South Australia, the campaign brings to life the stories of Australians who are blind or have low vision. Through powerful storytelling, we positioned the white cane not just as a navigation tool, but as a symbol of self-expression, autonomy and possibility in a world largely designed for sighted people.
The work celebrates the diverse ambitions and identities of each participant, reinforcing that tools like white canes and guide dogs do more than assist. They empower people to pursue passions, break barriers and thrive.
Filmed across locations in Queensland and South Australia, the campaign brings to life the stories of Australians who are blind or have low vision. Through powerful storytelling, we positioned the white cane not just as a navigation tool, but as a symbol of self-expression, autonomy and possibility in a world largely designed for sighted people.
The work celebrates the diverse ambitions and identities of each participant, reinforcing that tools like white canes and guide dogs do more than assist. They empower people to pursue passions, break barriers and thrive.
Launched nationally for International White Cane Day, the campaign helped spark conversation around accessibility, independence and inclusion.
Beyond raising awareness, the work highlights the ongoing efforts of Guide Dogs Australia to support individuals in navigating their communities with confidence and dignity.
By reframing the white cane as a symbol of empowerment, the campaign contributes to a broader cultural shift. One that challenges assumptions and encourages a more informed, inclusive society.
By reframing the white cane as a symbol of empowerment, the campaign contributes to a broader cultural shift. One that challenges assumptions and encourages a more informed, inclusive society.
