PEDIGREE® believes that dogs make us better people and that dogs have a profound impact on the world.

PEDIGREE® payed attention to a problem: parents often give in to children’s tears and buy them a dog. A kid plays with it for a while and forgets about it. The animal becomes a burden for everyone. Consequences might be very sad: a dog might be neglected, change many owners and after all that end up on the street.

PEDIGREE® believes that dogs help children to become more responsible, reveal their best qualities, grow up.

To kick off the Program, PEDIGREE® conducted a real course in a Moscow school. Offering 1st-3rd grade pupils who were dreaming about getting a dog the chance to take a special program and prove their parents that they can be responsible dog owners. Psychologists and professional pet trainers worked with children to prepare them for the realities of dog ownership.

A joyful documentary film was developed capturing the emotional ups and downs of the program. The film launched September 1st on YouTube and was promoted on social networks with the 30” trailer.

To drive scale of the program, PEDIGREE® simultaneously launched an online course, so that ALL kids in Russia have the opportunity to prove that they can be a responsible pet parent and get their diploma. The course consisting of 10 interactive lessons is hosted on the largest educational website in Russia, Dnevnik.ru.