How do you raise money for the SPCA when the public has reached charity saturation point? You develop a marketing idea that people want to get involved with and get a reward at the same time. A Very Silent Night was conceived as more than an ad. It was a marketing idea that motivated public donations. A Very Silent Night is the world’s first CD that only dogs can hear. Recorded with audio frequencies set at dogs' hearing levels but inaudible to humans, it was an intriguing idea that would capture the imagination of dog lovers and the general public.

The advertising budget was virtually nothing, so the idea was designed to maximise media interest. PR would be key to cutting through the Christmas media clutter. The CD was launched at a Doggy Disco with local celebrities and the media. This became the catalyst for extensive media coverage on all major TV channels and radio stations. A TVC, radio spot and print ad were created with the hope that media owners would get on board. They didn’t disappoint with over $600,000-worth of free media space, as well as significant exposure on television with A Very Silent Night music video.