Take A Baby Step Into Parenting
83% of millennials were delaying parenting. We didn’t blame them. Instead, we created a new life stage that offered a baby step into responsibility with all the advantages of children, but fewer drawbacks, turning parenting hesitancy into the perfect excuse to adopt a dog. The campaign launched with films celebrating dog-parents, digital radio ‘warning’ lullabies, a website that matched a couple’s ‘behavioural DNA’ to a shelter dog, OOH showing puppy love was real, and even a PowerPoint presentation to convince a reluctant partner to ‘fetch a few more years’. Couples became parents. Shelter-dogs became family-dogs. And babies waited their turn.