Dogs Trust Microchipping, Surname & Surname with Dogs Trust, August-November 2014

Dogs Trust, the dog welfare charity, wanted to get dog owners to understand the importance of microchipping and encourage them to get their dogs microchipped.

Dogs Trust microchipping (credit: Julie Broadfoot)
Dogs Trust microchipping (credit: Julie Broadfoot)

Every year, 9,000 dogs in the UK are put to sleep because their owners cannot be identified.  In 2014, the charity set up, which provides information on how to get your dog microchipped for free.

Surname & Surname, which delivered the campaign, ran focus groups with families in the UK and found that 29 per cent had lost their dog at least once and 72 per cent were unaware that they only have seven days to recover a missing dog from a local authority before it is rehomed or potentially destroyed.

In order to target families, the agency partnered with comic book The Beano to create a two-page comic strip in which the main character Dennis the Menace’s dog Gnasher got a microchip, and which would steer readers to the Chip My Dog site.

During the campaign, which secured 242 pieces of media coverage, calls to the charity’s hotline rose by 40 per cent and visits to the website rose from 16,000 in August to 22,000 in September 2014. The website also saw a 45 per cent increase in visitors actively using the site to find details of dog chipping facilities.

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