Chip my dog


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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.

There’s a write-up of the campaign on the GCN site

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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