We are Guide Dogs. And we’re here to help people with sight loss live the life they choose. 

Children and adults. Friends and family. Whoever you are, our expert staff, volunteers and life-changing dogs are here to help you.

We must continue working hard to raise our awareness so we can reach as many people as possible who may need our help and TV advertising helps play a key part in this.

We're proud to have launched three amazing television adverts in recent years with an overwhelmingly positive response and incredible results.

Guide Dogs makes every day count for children with sight loss

On 29 August 2020, we launched a new TV advert highlighting our support for children with sight loss, from the day they are born. The story is led by a little girl called Nell. Nell has a vision impairment and is focusing on navigating a school corridor. She smiles brightly as she succeeds and is praised by a Guide Dogs' member of staff who is Nell's real-life Habilitation Specialist, Branwen. 

Guide Dogs helps people with sight loss from the day they’re born.

Behind the scenes

Explore behind the scenes of our children's services TV advert to see how it was made and hear from our stars, including Nell.


As we celebrate 90 years of helping people with sight loss live the life they choose, we’ve created ‘Flash’ – a short, animated film that celebrates our amazing dogs, volunteers, and staff, who have been at the heart of our life-changing work since the beginning.

The animation follows the 12-month journey of guide dog puppy Flash and her puppy raiser, as she tries to gain the early experiences and skills needed to become a guide dog.

This tv advert aired on 28 April 2021, International Guide Dogs Day. 

Flash is a celebration of both our dogs and the incredible contribution our volunteers make to their development. We couldn’t change the lives of people with sight loss without them.

Flash is named after one of the UK’s first four Guide Dogs. She was partnered with World War One veteran, Alan Caldwell in 1931.

We also have a real-life Flash too! Born on 13 January 2021, Flash was recently partnered with her own puppy raiser and you'll be able to follow her real-life journey.

Animation of puppy Flash looking up happily to volunteer puppy raiser

Discover more about Flash and how you can help

My daughter is visually impaired and the latest Guide Dogs tv advert really moved me and my family. We didn't realise that Guide Dogs also offered other services, such as help and support for children. As a result, we contacted Guide Dogs and have received amazing advice and support already. Thank you.
It never fails to amaze me what incredible work Guide Dogs do! After watching their tv ad I decided to make a difference and donate monthly to help them continue their life-changing services. I liked that there were so many different ways to donate too. Feels good that I can be part of something so incredible.

By My Side

Our heart-warming By My Side TV advert stars guide dog owner Alex as a father watching his daughter’s football match. The story focuses on the relationship between a father and daughter, not sight loss, but an everyday scenario instead. We’re here to help people with sight loss live the life they choose.

You can help make a difference by becoming a volunteer.

Our report, ‘By My Side’, reveals that over 42% of people with sight loss feel they are ‘left out’ of everyday moments that others might take for granted, such as socialising, dating, family life or work.