Battersea Dogs and Cats Home: Staffies Campaign

MRM Meteorite

The team

James North – Copywriter
Dan Douglass – Executive Creative Director
Terry O'Neil – Art Director
Tim Molan – Senior Account Manager
Katy Nyman – Group Account Director
Charles Townsend – Artworker
Dylan Collard – Photographer

How did the campaign make a difference?

Presenting Staffordshire Bull Terriers and crosses as loving pets increased these dogs’ opportunity for a second chance in life. This activity increased rehoming numbers and stimulated national engagement, with a 49% increase in Staffie web enquiries and an average 20% increase in rehoming during the first phase of the campaign.

What details of the strategy make this a winning entry?

In recent times the Staffordshire Bull Terrier has attracted negative media attention and been targeted as a dangerous breed. Little wonder that 37% of Battersea's 2011 intake were Staffies or crosses. This campaign uncovered the Staffie's loyal and loving nature and actively encouraged their rehoming from Battersea Dogs & Cats Homes. It drew on the insight that it's not the dog that's the problem, but irresponsible owners, and reached out to prospective responsible owners among key target groups, via door drops and targeted advertising within Battersea's three catchment areas. The campaign also sought to influence changes in legislation, with a PR push on the issue of Staffies being bred, sold and trained as status dogs. Social media identified that the focus for 2012 should be high dog-owning groups – notably empty nesters, older families and the gay community.

How did creativity bring the strategy to life?