Print and Publishing > Culture & Context

DOGPHONICS

COLENSO BBDO, Auckland / MARS / 2022

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Overview

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Please tell us how the brand purpose inspired the work

The fear of reading aloud and failing is proven to inhibit literacy amongst children. Over the last 4 years, the number of children reading for pleasure has declined by 10%, with home learning resulting in a decrease in practice reading aloud and confidence.

Pedigree’s brand purpose is to ‘feed the good’ dogs bring to the world. A study co-created by Pedigree and The Waltham Petcare Science Institute proved that dogs bring out the best in humans, discovering that having a dog as a listener can improve a child’s sense of confidence, moderate feelings of anxiety, and provide support.

In partnership with Professor Nancy Gee, author of ‘The Child Animal Bond’, and Educational Psychologist Dr Emma Woodward, Pedigree have developed a reading programme called Dogphonics. It’s aim: to help boost the confidence and literacy of children. The programme itself consists of 5 books.

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