Pedigree has once again launched their annual dog adoption drive. In its second year, the campaign seeks to raise funds and awareness of the thousands of homeless dogs in Ireland.

The campaign was developed in direct response to the startling statistics issued by the Department of the Environment, which show that for every one Irish dog that gets adopted, there are two that don’t.

Other shocking statistics include:
• In 2007, 15,587 dogs were surrendered, a 10% increase from just four years earlier (2003 when 14,318 were surrendered)
• On average, only 8,721 manage to find loving homes every year
• Overall, 67 dogs are abandoned daily in Ireland, most of them perfectly healthy

The campaign is heavily supported by TV, radio and print advertising as well as an innovative outdoor campaign. Combined with a strong public relations programme and in-store point of sale to raise awareness of the drive, the campaign seeks to gather even more momentum in 2009.

Achieving an impressive €100,000 target last year, the campaign aims to meet this target again in 2009 despite the current economic climate. For every Pedigree product that is bought, 2 cents will be donated to animal shelters throughout the country.

Speaking about the campaign, Marketing Manager, Conor Looney said “This campaign allows Pedigree to tap into the essence of what our brand is about - “We’re for Dogs”. Through building consumer awareness of the dog welfare issue, we hope to rehome as many dogs as possible. We are working closely with the ISPCA and other worthy organisations to ensure that the startling statistics will be reduced in the coming years.”

This year also sees the inaugural ‘Pedigree Pledge’ which allows those dog lovers who are unable to re-home a dog pledge their support for the campaign. There are many ways stores can help raise awareness of the drive, for example placing point of sale on shelf and photos of local shelter dogs on the notice board and allowing your local shelter fund-raise in your store. This will ensure the campaign receives the awareness it needs because the more Pedigree bought the more dogs that will be helped.

Irish rugby player Gordon D’Arcy is the spokesperson for this year’s campaign and is working with Pedigree over the coming months to raise awareness of this initiative. To find out more about the Pedigree Adoption Drive and to sign the Pedigree Pledge, visit www.pedigreeadoptiondrive.ie.

Sylvia Brennan                                    Anne Browning

Edelman                                            Edelman

01 678 9333                                        01 678 9333

087 6991301                                       087 9366102

sylvia.brennan@edelman.com                 anne.browning@edelman.com