Adoption Drive -
Pedigree
The 2010 Pedigree Adoption Drive focused on a hard hitting message: 1 dog is put down every hour in the UK. Central to the campaign was a four-part film ‘Charlie’s story’’; for every 25,000 views, a new chapter of the story was unlocked. For every view received, Pedigree donated £1. People rallied behind the idea and helped drive up viewing figures and spread the message. Successful re-homing stories were also celebrated on YouTube in the form of Dogumentaries.
In addition we created a number of powerful messages that lived in the real world; branded skips and ghost leads were distributed in 5 cities nationwide as a powerful reminder of the 107,000 dogs abandoned every year in the UK.
Much of the campaign was orchestrated through Facebook and Twitter, with every ‘Like’ on Facebook triggering a donation from Pedigree. Over 145,000 views on YouTube, and over 31,000 Likes on Facebook were generated during the campaign period.
