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The Pedigree Adoption Drive

Award: Wood Pencil

Wood Pencil / Direct / Direct Integrated Campaigns / 2012

Sadly, over 100,000 dogs are needlessly euthanised every year in Australia because most people find it difficult visiting shelter homes to adopt. So if we couldn’t bring people to the shelter dogs, we decided to bring the shelter dogs to the people. We embarked on the biggest pedigree adoption drive in Australia’s history. Central to our campaign was a search engine that matches potential adopters with a dog from a pet rescue database. We used activity and communications across multiple channels, including a mobile phone and Facebook app, social networking, outdoor events and online branded content, as well as educational events and films.

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