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WHYBIN\TBWA\TEQUILA launched its nationwide 2010 Pedigree® Adoption Drive campaign on Sunday, June 6, 2010. The initiative, run by Pedigree and not-for-profit organisation PetRescue, aims to raise awareness of the plight of homeless dogs.

The fully integrated Pedigree Adoption Drive campaign will be rolled out across a range of channels including print, PR, online and below the line activation.

The extensive media schedule also includes a partnership with Channel 7 and an AFL sponsorship with sporting ambassador Brad Johnson.

Following an advertising campaign in 2009, the 2010 Pedigree Adoption Drive campaign will reinforce Pedigree’s commitment to making the world a better place for all Australian dogs, with the aim to re-home 4,000 dogs and raise $250,000 over the course of the campaign.

The TVC highlights the plight of homeless dogs by recounting real life adoption stories from last year’s campaign and reinforcing the message with shocking statistics of canine homelessness. The result is a simple, yet the powerful creative tugs at the heart strings of consumers and provides a call-to-action for dog lovers throughout Australia.

Whybin\TBWA’s digital arm, Tequila, is responsible for the build, design, creative and digital strategy for the brand new Pedigree Adoption Drive website – which is the central focus of the campaign.

The pedigreeadoptiondrive.com.au website enables Australians to tell their own canine capers, spread the word, buy merchandise, donate, volunteer, foster or most importantly adopt a dog.

The media campaign will support the 2010 Pedigree Adoption Drive, which runs from June 4 to June 30, 2010. It urges Australians to show their support by visiting pedigreeadoptiondrive.com.au and either adopting a homeless dog, donating online or buying Pedigree, who will provide a portion of each specially marked pack sold to PetRescue.

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