Pedigree Dog Adoption Drive 2008

Winner of the 2009 PRCA Award for Best Media Relations Campaign

Powerful Idea
At Pedigree we believe that every dog deserves a good home. Everything we do is for the love of dogs.

Challenge
Drive awareness of the major welfare issue that exists in Ireland resulting thousands of dogs being put to sleep each year

Key Messages
16,546 dogs were destroyed in 2005 - almost twice as many as were re-homed
Ireland destroys dogs at a rate 10 times higher than the UK. An average of 317 dogs were destroyed every week in Irish pounds in 2005 - nearly all of them healthy.
For every pack of Pedigree sold 1.5c will be donated to local dog welfare organisations

Our Approach

Make it personal – let everyone know that there is a dog out there for them. Bring to the fore the faces of the animals that are looking for a home to generate cut through and resonance
Work closely with key beneficiaries to gain regional support e.g. ISPCA
Seed a credible ambassador in Caroline Morahan
Extensive media relations campaign with a broad target base – media from news, to features, to parenting all have a vested interest in animal welfare. We spoke to them all!

The Results

Edelman