• Loading…

I Wish my Son was a Dog

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Press & Poster / 2015

In the UK, more people choose to give their hard-earned money to animal charities than charities that support sick and dying children. ais London wondered whether it would be easier to raise money for Harrison if he were a dog. The agency ran two digital ads, identical in every way except the image. One featured Harrison, a young sufferer of Duchenne muscular dystrophy, and the other presented a stock picture of a dog found online. The dog ad received over twice as many clicks as Harrison. When some space came up in the London Evening Standard, ais London ran a press ad featuring the dog, but with candid copy from Harrison's father.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again