Title | READ TO A DOG |
Brand | MARS PETCARE APAC INC |
Product / Service | PEDIGREE |
Category | A08. Corporate Social Responsibility |
Entrant | BBDO 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 |
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 |
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.
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.
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.