Chip my dog
Defra’s campaign to raise awareness amongst dog owners of plans to get all dogs microchipped combined social media channels, the corporate website and drew on the support of a stakeholder organisation, The Dogs Trust.
Obviously traditional media was going to play a big part, and breakfast television coverage of a visit by Owen Paterson to the Dogs Trust was perfect for demonstrating just how quick, easy and painless it is to get your dog microchipped.
But there was also a real opportunity to tap into our target audience of dog owners through digital and social media. This was ‘one team’ communications at its best.
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