An ad was published three times that requested anyone who thinks that dogs should have better healthcare to call a certain number. An answer-phone message said that a demonstration would take place in central Göteborg. At the same time an outdoor campaign was carried out with the same message on flyers at “dog-height”. The demonstration had 143 dogs and culminated in a gathering at one of the city’s most famous demonstration squares. There it was announced that a new, modern hospital for dogs would open immediately.

All kennel clubs reacted positively to the DM. The number of new patients rose by 25% immediately after sending out the DM.