Dogs Versus Dogma - RSPCA's Campaign for Dog Registration 1989

Crawford Hollingworth and Sarah King

1989 campaign for the RSPCA against the Government's refusal to introduce dog registration, following the abolition of the dog licence in 1988.
Agency: Abbott Mead Vickers BBDOAuthors: Crawford Hollingworth and Sarah King

Dogs Versus Dogma - RSPCA's Campaign for Dog Registration 1989

INTRODUCTION

At 2.30 on the morning of 15 June 1989 the Conservative government came within 13 votes of defeat in the House of Commons. In the entire course of the administration no other issue had come closer to winning. This paper is the story of how advertising played a vital role in making this happen.

BACKGROUND

In 1988 the Local Government Act was passed. One of its clauses abolished the dog licence which, at 37p, cost...

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