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Colenso BBDO has launched Share for Dogs, a novel online campaign for Pedigree that taps into peoples’ desire to feel like they’re supporting worthy causes.

It’s based off a very simple idea, says Colenso senior digital & social strategist Neville Doyle. “Slacktivism is hurting charities’ ability to raise money … but what if we could use that user behaviour trend and turn it into an advantage rather than a problem?

“In recent times, the growing slacktivism trend has posed a real problem for charities – many people feel that by sharing a link, liking a post, or signing an online petition, their digital actions alone will change the world. The reality is, however, that often these actions have no real world impact.”

So when Pedigree was planning their latest Adoption Drive campaign they sought to turn this to an advantage.

While Share for Dogs taps into that worthy-causes desire, it also leverages their propensity for watching and sharing cute puppy videos.

“By simply watching and sharing the video, people will raise funds for dogs in need,” Doyle told M+AD.

Share for Dogs enlists YouTube’s revenue model (the profit generated from the pre-roll advertising on each video goes direct to the Pedigree Adoption Drive.

“This new revenue-raising mechanic is a concept that we’re calling Sharity,” Doyle says.

“We hope that both the quality of the content and the fact that it effects real world good for real dogs will help us spread this video around the world. If it proves as successful as we hope, the idea of Sharity may provide a new template for how charities can look to raise both awareness and funds at the same time”.

Mars Petcare chief marketing officer Leonid Sudakov said: “Share for Dogs delivers to the core of what we’re about – making the world a better place for all dogs, and to help dogs in need all over the world. The clever use of this digital medium also speaks to our ambition as a company to continue producing world-class, digital work that is truly effective and has the ability to reach as many people as possible.”

This campaign was the product of another collaboration between Mars NZ, Colenso BBDO and Finch.

Colenso BBDO business director said: “We have an amazing relationship and history with Mars NZ. They continuously challenge us to push the work harder and support ideas that will impact their brands beyond just New Zealand. Share for Dogs is an example of a simple idea that has been given the recognition and support of our colleagues in the Mars and BBDO networks around the world and launched globally for the good of dogs everywhere.”


Agency Credits

Matt Lawson: Senior Writer

Ben Polkinghorne: Copywriter

Scott Kelly: Art Director

Helen Fitzsimons: Business Director

Neville Doyle: Senior Social & Digital Strategist

Tamsin McDonnell: Senior Planner

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