Dogs4Rescue – The Most Depressing Place On Earth?

Challenge

Be Broadcast and Dogs4Rescue teamed up to tackle the amount of dogs being dumped at the site in Greater Manchester due to the rising cost of living crisis.

The site – which helps dogs in some of the most challenging conditions – had reached full capacity which meant that they simply couldn’t help any other dogs which needed their support.

The base had recently secured a second location which meant it could almost triple its capacity – but staff were entirely tied up looking after the current crop of dogs on site.

As a result, Dogs4Rescue were looking for people to foster dogs for a number of weeks to help free up space. They were prepared to cover costs to help get this second site open.

As help was desperately needed, the Government were focussing on a Conservative Leadership Contest between Liz Truss and Rishi Sunak.

Action

To draw attention to this Be Broadcast invited, through media, Truss and Sunak to come and take the desperate calls from dog owners seeking to leave their dog due to the cost – to inspire action around the Cost of Living.

On top of this we took focus by describing the site as the ‘most depressing place on Earth’ despite it being physically based on Tellytubby land and looking idyllic. We did this to shine a light on the impact Cost of Living was not only having on dogs and their owners but also the staff – who were in tears each day.

Results

On the day of launch we had multiple hits with BBC Breakfast, Good Morning Britain and Sky News. During BBC Breakfast – the website was overrun with traffic that it crashed. Broader broadcast coverage included BBC North West Tonight, ITV Granada Reports, BBC Radio Manchester, GB News and many more.

Be Broadcast also supported the group handle print and online communications – securing pieces with The Mirror, The Sun, The Daily Express, The Daily Star, The Guardian, The Independent, Hello, many animal trade titles and many more.

While the campaign was a strong success in terms of coverage – all of the dogs who could be fostered were – and many have since been adopted into their forever homes.

Owner of Dogs4Rescue, Emma Billington said of Be Broadcast and the campaign “The support and guidance we received from Be Broadcast has been invaluable and the team absolutely nailed what we needed. They, within minutes, understood our brief and got to work – we were blown away.”

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