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.

news

Y&R's Nicky Greville on protecting local media, the pitch process and agency culture

In the wake of Y&R Media’s rebrand to Y&R Engage, we sit down with national general manager Nicky Greville to reflect on the past year, ...

Sponsored content

On target: APN Outdoor takes aim with Calibre measurement system

Marketers have called loudly for a trustworthy form of measurement in outward advertising, and APN Outdoor has answered this request with a new system, called ...

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 ...

Effies 2017: FCB basks in golden glow, owns the night with Mercury

  • Awards
  • October 20, 2017
  • Erin McKenzie
Effies 2017: FCB basks in golden glow, owns the night with Mercury
Mercury and FCB

Last night, Auckland's Langham Hotel was taken over by advertising and marketing folk eager to celebrate the country’s most effective marketing campaigns at the 2017 NZ Effie Awards. Near 200 entries had been whittled down to 100 finalists before the best of the best were invited to the stage to bask in bronze, silver and gold. Here's the low down of who won what.

Read more
voices
Sponsored content

New Zealand's love affair with Facebook

With Kiwis now spending around half of their media consumption time online, Mosh shares its advice for local businesses on Facebook.

Horse's Mouth: Kevin Kenrick, TVNZ

  • Podcast
  • October 19, 2017
  • Damien Venuto
Horse's Mouth: Kevin Kenrick, TVNZ

On the afternoon of TVNZ's new season launch, the broadcaster's chief executive Kevin Kenrick sat down with StopPress for a chat about the business.

Read more

Air New Zealand claims September Ad Impact award

  • Ad Impact
  • October 19, 2017
  • StopPress Team
Air New Zealand claims September Ad Impact award

It was a busy September with a range of brands releasing new spots in the lead up to the warmer months of the year. There could, however, only be one Colmar Brunton Ad Impact winner, and this time we saw a repeat winner step up to the podium.

Read more
features

TVNZ-NZ Marketing Awards 2017: Why Whittaker's strategy is the best, bar none

Whittaker’s has grown from humble beginnings to a world-class chocolate company. Partnering with the domestic goddess Nigella Lawson, it’s encouraged consumers to join the switch ...

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