Guide Dogs Australia Voted Most Trusted Charity Brand

Guide Dogs Australia has been named Australia’s most trusted charity brand in the annual Reader’s Digest poll for the fourth year in a row.

Salma and her guide dog Clare

The Australian Reader’s Digest Most Trusted Brands survey has been carried out annually for the past 15 years.This year’s survey polled 2,420 Australian adults on their most trusted brands in 65 categories of products and services across a wide range of industries.

Guide Dogs Australia spokesperson and CEO of Guide Dogs NSW / ACT Dr Graeme White said receiving the award was truly humbling.

“We are extremely grateful for this level of public recognition of our vital work,” White said.

“Guide Dogs Australia member organisations are working to help people who are blind or vision impaired realise that their freedom of movement doesn’t need to be limited.

“Each highly skilled guide dog has undergone almost two years of intensive training including how to navigate obstacles, travel on public transport, find landmarks such as bus stops, and cross the road safely, before graduating.

“They are amazing and grant a level of independence that takes enormous pressure off carers and parents, and allows the user to achieve their goals in life, whether that be participating in their local community, accessing further education or finding employment.”

He said each guide dog, which costs more than $35,000 to breed, raise and train, is provided to a person who is blind or vision impaired at no cost.

“As we receive less than 10 per cent of our funding needs from the government, we are reliant on the generosity of the community to continue our important work,” White said.

“Statistics show that every day, 28 Australians are diagnosed with uncorrectable vision loss. With our ageing population the work of Guide Dogs Australia member organisations will touch the lives of so many more as they seek support to build their confidence, mobility and independence.

“We are so humbled to once again be named the most trusted charity brand. On behalf of Guide Dogs Australia member organisations, I would like to thank our many loyal supporters as without them our mission to enhance the independence and safe mobility of people who are blind or vision impaired could not be achieved. Such overwhelming support is the reason why we exist.”

Animal welfare organisation RSPCA was also highly commended in the charity category.

As well Cancer Council sunscreen products won the most trusted in that product category.

Reader’s Digest said: “Not just a top Australian brand, all Cancer Council royalties go to cancer research, patient support and education. No wonder it has our trust.”