National Dog Survey

GOOD Agency

In 2021, we worked with Dogs Trust to deliver the biggest animal welfare survey in history in just under 3 months.

The pandemic created an unprecedented demand for a canine companion, with over 3.2 million households in the UK acquiring a pet since the start of the pandemic. However, after the lockdown restriction eased, Dogs Trust tracked a 100% increase in visits to their “Giving up your dog” web page. This identified the critical need to better understand the nation’s dogs and inform the support they offer going forward. This led to us building the National Dog Survey and delivering a high impact creative campaign to capture the nation’s interest whilst keeping brand recognition front of mind. The star of the campaign was a Border Terrier, nudging his owners to fill in the survey. The campaign ran across TV, VOD, radio, press, social and display and included pop-up experiential events at dog walking hot spots across UK parks. The campaign was an overwhelming success, reaching over 11 million dog owners. 370,000 people completed the survey – which was 30% over the campaign target of 369,477. This equated to 440,000 dogs’ needs being heard.