READ TO A DOG

TitleREAD TO A DOG
BrandMARS PETCARE APAC INC
Product / ServicePEDIGREE
CategoryA08. Corporate Social Responsibility
EntrantBBDO GUERRERO Makati City, THE PHILIPPINES
Idea Creation BBDO GUERRERO Makati City, THE PHILIPPINES
Production FLARE MANILA Makati City, THE PHILIPPINES
Production 2 FILM PABIRKA Makati City, THE PHILIPPINES

Credits

Name Company Position
David Guerrero BBDO Guerrero Creative Chairman
Meggy De Guzman BBDO Guerrero Head of Copy
Manuel Villafania BBDO Guerrero Creative Director
Michelle Edu BBDO GUerrero Associate Creative Director
Caleb Cosico BBDO Guerrero Art Director
Toby Amigo BBDO Guerrero Copywriter
Alexis Dy BBDO Guerrero Copywriter
Karen Go BBDO Guerrero Client Service Director
Geli Angeles BBDO Guerrero Digital Account Director
Voltaire Garcia BBDO Guerrero Senior Account Manager
Roshan Nandwani BBDO Guerrero Head of Digital
Anna Bigornia BBDO Guerrero Head of Innovations
Ino Magno Just Add Water Broadcast Producer
Anj dela Calzada Just Add Water Broadcast Producer
Joel Limchoc Film Pabrika Director
Carl Graham Flare Manila Director
David Wright Flare Manila Head of Integrated Production
Natalia Burgos Flare Manila Editor
Miles Capareda Flare Manila Editor

The Campaign

To get people to take better care of their dogs, we reminded them how dogs bring out the good in us. For almost 40% of kids, learning to read is a struggle. Their lack of confidence and their fear of making mistakes hold them back. But by reading to a dog, they can progress almost three times faster in their reading. We launched with an online film that tells the story of a boy who has trouble reading until a dog comes into his life. Then to show how dogs really make a difference, we held a Read to a Dog event at a dog café. Kids came to spend time with and read aloud to its resident dogs, experiencing firsthand how dogs help them improve. We also created reading guides to help kids focus on their reading.

Creative Execution

We held the pilot Read to a Dog event at a dog café on April 22, 2017. To spread the word about the event, we put up posters at the café, and posted about it on Facebook. The event was supervised by five dog trainers, two teachers from Cambridge Child Development Centre, and the kids’ respective parents. The small space was packed with kids reading to the café’s resident dogs.

Describe the success of the promotion with both client and consumer including some quantifiable results

People responded positively to the online film, which racked up almost 350,000 views during its initial launch. This has only encouraged the pursuit of further initiatives. Talks are ongoing to hold more Read to a Dog events at dog cafés, bookstores, and the local Children’s Museum. Pedigree Philippines has also partnered with the Reading Association of the Philippines, and is in talks with Cambridge Child Development Centre, to create a reading program that will introduce listening dogs to more kids across the country.

We got in touch with the Reading Association of the Philippines, the MedMom Institute for Human Development, and the Cambridge Child Development Centre to better understand the reading difficulties kids experience and how dogs can make a difference. Then, we looked for a dog café easily accessible to kids, and found one within walking distance of three schools. We also reached out to people on Facebook through the official pages of Pedigree Philippines and the dog café to invite them to the event. We read up on other ways to help kids with literacy problems, and created special reading guides so they could better focus on the text.

Links

Video URL