Dogs Trust launches National Dog Survey

Is Your Dog Trying To Tell You Something?

Dogs Trust and GOOD Agency launch the National Dog Survey to better understand the impact of COVID-19 on UK dogs.

Purpose-driven and strategic creative agency GOOD have created this multi-channel, integrated campaign to drive awareness of and participation in The National Dog Survey. The survey intends to better understand how the COVID-19 crisis and subsequent lockdown environment has impacted the welfare and well-being of the nation’s dogs.

The campaign features TV, radio, press, social and display and video on demand adverts, as well as pop-up experiential events at dog walking hot spots in parks, all designed to drive completion of the survey by all dog owners across the country.

With 3.2 million households in the UK acquiring a pet since the start of the pandemic, the companionship of dogs has been a lifeline for many over the past eighteen months. Dogs Trust is the UK’s leading canine charity dedicated to the well-being of dogs and in the last six months have tracked an 100% increase in the number of visits to their “Giving up your dog” web page. They will use the results of the survey to better understand how dogs are coping, and to shape the support the charity offers dogs and their owners and plan for the future.

The adverts were produced by Vince, and the media agencies are 7stars and Propellernet. GOOD built the survey with Manifesto.

Bryn Attewell, Executive Creative Director at GOOD Agency says “We’ve loved imagining the minds of our canine companions and bringing their personalities to the forefront of the campaign. The past year and a half has made us appreciate our dogs more than ever before, so it has been a pleasure creating this campaign with Dogs Trust to ensure the wellbeing of our pets.”

Nick Daniel, Marketing Director at Dogs Trust says “The pandemic changed things for everyone, even dogs.  For many, their dog became their only social interaction and millions more introduced a new dog to their family for the first time during lockdown.  As the UK’s largest dog welfare charity, we will be there to help dogs and their owners when they need us but with so much change we needed to better understand where urgent care is needed and what form that help needs to take. In bringing the National Dog Survey to life, GOOD have been key in giving us a chance to better understand the new world of dog.”

Agency credits:

Associate Creative Director: Rosie Boon

Art Director: Tiziano Summo

Copywriter: Jason Mathias

Business Director: Daniel Webb

Account Director: Felix Butler

Senior Digital Project Manager: Meri Melo

Project Manager: Holly Barber

Senior Planner: Michael McCourt

Planner: Helena Farrell

Media Agency: 7stars and Propellernet


Production credits:

Agency Producer: Chris Gane

Production Company: VINCE

Director: Barry Kimber

Producer: Tom Ashton

DOP: Mike George

Sound: Dean Hewitson

Lighting: Charlie Panayi

Art director: Lee Flude

Stylist: Georgie Stuart

Animal Trainer: Jodie Forbes

MUA: Vicky Christodoulou

Editor: Mark Aarons

Music: David Hamill

POST: Framestore

Producer: Ben Stell

Colour: Dominic Phipp

Flame: Paul O’Brian