Just after the scandal, branded street teams distributed La Hora –free newspaper– with a custom Pedigree news story, information and statistics about street dogs.

Interactive bus shelter installations featured a screen with a video that simulated the confinement of a dog left within a refuge. Those walking by the run-down wooden “refuges” were surprised by the cries of a scared abandoned dog in a dark corner of the room. People were intrigued by the sounds coming from the makeshift shelter. We brought abandoned dogs to life by giving each one a name -“My name is Lulu, please adopt me”- through a citylights billboard campaign.

16 celebrities shared their love stories of their adopted dogs and their efforts to help solve the problem by joining our Pedigree Adoption Programme. Journalists helped us to spread the word editorially.Outreach teams provided food, advice and trained professionals to help new dog adopters.

We significantly improved the lives of street dogs in Chile and generated a genuine feeling of sensitivity and awareness: 2,125 adoptions1,614 recommendations to join the cause6,804 online aid chains4,680 registrations 12% spontaneous recall, 20% above product campaign on-air (Millward Brown)54% have a “very positive” bond with Pedigree (2x times above category average) Half of pet owners choose Pedigree over other competitors“I trust the brand” rose 7%“Care to improve livelihood of dogs” improved by 7%