Blue Cross: Your Dog Your Baby

Recognising the increase of new mothers in the UK choosing to give up their dog once their new-born arrived, the Blue Cross sought to raise awareness of the issue and provide advice to prevent many dogs becoming homeless unnecessarily. The Blue Cross wanted to use the timely example of HRH the Duchess of Cambridge, a dog-owner expecting a baby, to create broadcast content around the topic. Using this brief, markettiers4dc developed a broadcast strategy to enable the Blue Cross to communicate their key messages to a wide audience.

To strengthen the campaign markettiers4dc recommended the Blue Cross to conduct research surrounding dog ownership within families with new babies with research consultancy Opinion Matters. The results provided insight into parent’s attitudes towards the dynamic of families who own dogs which provided key asset to assist the media outreach.

markettiers4dc liaised with broadcast media owners to set up broadcast opportunities for the campaign with spokesperson Tamsin Durston, Nurse Manager at Blue Cross Merton and Lelki, a border collie cross. Using this platform Tamsin conveyed the realities of the issue and offered advice to avoid future occurrences.

48 radio interviews took place across a range of national and regional radio stations, including BBC 5 Live, Q Radio Network, BBC Scotland and BBC 3 Counties. The story also attracted ITV TV producers, resulting in a substantial interview on Daybreak and an appearance on ITV 1 Calendar. This impactful on-air content ensured true and meaningful engagement which enabled the Blue Cross to deliver their messages across broadcast channels as well as position them as a trusted, pet care expert.