Two birds, one stone: Pedigree encourages empty nesters to adopt a rescue dog

  • Advertising
  • March 21, 2017
  • StopPress Team
Two birds, one stone: Pedigree encourages empty nesters to adopt a rescue dog

Empty nest syndrome is not a matter to take lightly and Pedigree and Colenso BBDO are hoping to provide a solution, with an initiative to rehome the thousands of dogs from around New Zealand that have been rescued from abuse and neglect.

Pedigree Adoption Drive Charitable Trust spokesperson Cormac van den Hoofdakker says at this time of year, thousands of Kiwi parents will be feeling the effects of seeing their children leave home for the first time as they head to university or to start work. And at the same time, there are thousands of rescue dogs in need of rehoming throughout New Zealand, so it wants to bring the two together.

Using a series of videos, the campaign targets the parents of adult children and encourages them to move on by adopting a dog. Adding to the appeal are some DIY projects, including turning a child's duvet into a dog bed and turning a jacket into a dogs jacket.

But it’s not about just any dog being placed with any parents, as the campaign’s website, replacethem.co.nz, helps to match dogs with the physical characteristics of the children who’ve moved out.

It asks for gender, name, hair length, behaviour traits, hunger levels and location to find the best replica.

Auckland psychologist Sara Chatwin says if a dog embodies characteristics of a family member, it can really feel like a great fit in the family.

“Often people are looking for a replacement and are attracted to things they’re used to (in regards to looks) or that remind them of certain people.”

Chatwin says the impact of having an empty nest on our mental health should not be underestimated and a dog can be valuable to those who are suffering after their children move out.

She says empty nest syndrome can manifest itself in a number of ways with some feeling depressed or anxious when there are less people in the home.

“Having spent much of their life looking after children and caring for them, parents can have difficulties coming to terms with a house that isn’t so busy and frenetic.

“All of a sudden their role as caregiver is significantly diminished and people can struggle with loneliness and depressive symptoms.”

Chatwin adds they will often think long and hard about ‘what next’ to keep themselves physically and mentally active and getting a K9 companion can help answer that question.

The campaign will run for a month and for those who aren’t willing to take on a rescue dog permanently, van den Hoofdakker says it’s also in need of foster parents to help socialize dogs that have been saved from abusive environments.

“For those that can’t commit to taking a dog permanently, helping to socialise the dog through fostering it in a caring home is a key part in preparing it for long term adoption,” he says.

If Colenso BBDO’s previous work for Pedigree is anything to go by, this campaign set to be a hit. The past few years has seen ‘K9FM’ and ‘Pedigree Found’ receive many mentions at local and international award shows, with highlights including gongs at Cannes 2015 and Caples 2016.

More recently, Colenso (with Watermark) picked up a gold Axis for ‘A Dog Story’ while Mars claimed the title of Creative Client of the Year.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

The great Facebook News Feed change: what you need to know

  • Voices
  • January 18, 2018
  • Michael Fuyala
The great Facebook News Feed change: what you need to know

Following the announcement that Facebook will be refocusing News Feeds to favour posts from family and friends, Bauer Media's head of digital, Michael Fuyala, takes a look at what the changes mean for publishers and what should be considered when executing campaigns.

Read more
features

Stoppies 2017: Vogel's brings Campaign of the Year to its table

Last year saw Vogel's roll out its first TV campaign in a decade, and it was worth the wait. 'What do you bring to the ...

topics
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...
voices

Movings/Shakings: 16 January

  • Movings/Shakings, brought to you by Marsden Inch
  • January 16, 2018
  • StopPress Team
Movings/Shakings: 16 January

Industry happenings at 95bFM, MediaWorks, APN Outdoor, Radio New Zealand, Pead PR, Energi, Discovery Communications and NZME.

Read more
Sponsored content

Inside Black Hands: Revisiting one of New Zealand's most notorious murders

For 20 years the David Bain Family Murders have captured New Zealand’s imagination and now they're doing so in a 10-part podcast series that dives ...

Year in Review: Erik Hay, Little Giant

  • Year in Review
  • January 12, 2018
  • Erik Hay
Year in Review: Erik Hay, Little Giant

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Erik Hay, creative director at Little Giant, has to say.

Read more

Year in Review: Nick Vile, Adshel

  • Year in Review
  • January 11, 2018
  • Nick Vile
Year in Review: Nick Vile, Adshel

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Nick Vile, general manager of Adshel New Zealand, has to say.

Read more

Year in Review: Brian Slade, Insight Creative

  • Year in Review
  • January 10, 2018
  • Brian Slade
Year in Review: Brian Slade, Insight Creative

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Brian Slade, creative director at Insight Creative, has to say.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit