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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.

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  • I Wish my Son was a Dog

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