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Guide Dogs named Most Trusted Charity again in Reader’s Digest Most Trusted Brands 2020

April 26, 2020
Two eight week old puppies, one yellow and one carmel, sitting outside next to each other on a path. They are both looking at the camera.

Guide Dogs has today been announced the Most Trusted Charity Brand as part of Australian Reader’s Digest “Most Trusted Brands 2020.

This is the seventh time the charity has been awarded this prestigious title since the category was added to the annual Reader’s Digest’s Trusted Brands survey in 2013.

James Williams, Chair of Guide Dogs Australia, said trust in brands was now more important than ever, with added pressure on organisations to lead their staff and clients out of the COVID-19 crisis in one piece.

“It has often been said that although trust is difficult to define, it is easy to spot when it’s been lost. At a time when emotions and anxieties are running high, consumer confidence and trust are being put to the test,” Mr Williams said.

“To be awarded this title during such challenging times is hugely encouraging and inspiring. Guide Dogs teams around Australia have been working around the clock during the COVID-19 crisis to safeguard the health and wellbeing of our staff, clients, volunteers, and dogs, and to ensure continuity of care for Guide Dogs Clients.”

“It is wonderful to see that the community believes in us and trusts that we will always be there for those living with low vision or blindness – no matter how tough the circumstances.”

For 60 years, Guide Dogs Queensland has been dedicated to helping people who are blind or have low vision gain the freedom and independence to move safely and confidently around their communities, and to fulfil their potential.

To achieve this, trust is at heart of everything Guide Dogs does; from the trust Clients put in the organisation to provide the support and care they need, to the trust between a person with blindness or low vision and their Guide Dog.

Guide Dogs Queensland CEO Michael Kightley said It was also vital this trust extended to the community who help fund more than 90% of Guide Dogs services in Queensland through generous donations, putting their faith in the organisation to provide services that assist people living with blindness and low vision to lead independent, safe and fulfilling lives.

“Without the trust, generosity and support of our Queensland community, we would not be able to continue the crucial work we do every day. I want to sincerely thank every staff member, volunteer, Client, and supporter who are part of the Guide Dogs Queensland family,” Mr Kightley said.

“To be named Most Trusted Charity Brand by the Australian community is a great honour for all of us at Guide Dogs, but I hope too that you feel proud of this achievement, because it is only with your support that we have been able to be recognised in this way for the seventh time since 2013.”


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