Dogs Trust wanted to reclaim the iconic slogan ‘A dog is for life, not just for Christmas’ as it reached its 35th anniversary. The charity tasked Eulogy with attracting coverage that recognised Dogs Trust as the creator of the slogan and highlighted the charity’s role in the annual campaign to educate people about the impact of impulse-buying dogs as gifts.
The strategy was to identify and target key groups, starting with the marketing community, reminding them to whom the slogan belongs and its influence.
Murals were commissioned from street artists in Liverpool and east London with the youth audience in mind, while women’s lifestyle titles were targeted with a limited edition gold nail varnish by Models Own.
Divorce lawyer Vanessa Lloyd-Platt was used as a spokeswoman to raise awareness of dog abandonment due to changes in relationship status during January, a time when divorce rates peak. A Valentine’s Day campaign also focused on dissuading people from buying dogs online and from pet shops with a stunt that placed people in a shop window.