The UK's largest dog welfare charity, the NCDL, has scooped the top award for best integrated campaign at the recent Precision Marketing Awards.
This is the second award the NCDLs Northern Ireland neutering campaign has won following its recognition at the ISP Awards earlier this year.
The campaign aimed to reduce the problem of stray dogs in Northern Ireland by encouraging dog owners to have their dogs neutered. The creative behind this campaign was from creative director Jo Arscott and Roland Hafenrichter at 141, a leading integrated agency.
Kerry Glover, Head of Campaigns, NCDL, comments:
"We are delighted to have won another award for the NCDL neutering campaign. 141 developed a highly effective and fully integrated campaign including TV, radio, posters, field marketing and door drops which resulted in a fantastic 350% rise in the number of dogs being neutered."
141 Group Account Director, Graeme Robertson, says:
"Owners in Northern Ireland, particularly in low income households, are highly resistant to neutering on both cultural and cost grounds. Additionally, this group is not responsive to marketing communications. This campaign has therefore been a great example of planning and creative working hand in hand to identify the right messages and creative to change entrenched views on neutering."
Neutering is one of the NCDL's most important campaigns. The charity promotes the benefits that neutering gives to owner and dog, including:
- Removing the risk of your dog developing certain kinds of cancer, e.g, testicular and womb cancers
- It can reduce aggression and behavioural problems in male dogs
- It can stop embarrassing behaviour in male dogs!
- It can prevent male dogs chasing local female dogs and trying to escape at any given opportunity, running across busy roads and even jumping out of high windows
- Removing instances of 'phantom pregnancies' in bitches
- Preventing a bitch coming into season (on heat) twice a year. Each season lasts for about three weeks and with some dogs can be quite messy
- Removing the need for a bitch in season to try anything to escape and follow her instincts