Year: 2024
Skills: Advertising, Copywriting, Art Direction
Create a social campaign with Dogs Trust through the voice of dogs to encourage people to view ‘aggressive’ dogs as friendly and to educate the public on responsible dog ownership.
Insight
Perceived ‘aggressive’ dog breeds are suffering from breed-specific legislation as a result of dog attacks and their appearance. However, these behaviours are typically a result of irresponsible dog ownership and insufficient socialisation.
Solution
A series of OOH posters, social media interpretation, and experiential concepts portray perceived ‘aggressive’ dog breeds as friendly. This approach aims to convey that it's not about their looks but about proper training, socialisation, and owner education. The campaign will also provide guidance on how to train and socialise dogs responsibly.