Many Australian's simply aren't aware of health and behavioral problems pets are faced with if they aren't desexed. It comes down to lack of education. They just don't see the importance, usually because the'r pet stays in their backyard anyway (that's what they believe). Pet's do anything they can to escape when they're on heat and we need to clearly communicate that it's unfair to your pet if you do not desex them. We need to make it easy for them to make contact with an organization that can help pet owners become a better pet owner and desex their pets.

The intervention was relevant to The Lost Dogs Home Australia because there is a need to educate all Australian's that it's unhealthy and dangerous to have a pet that isn't desexed. The TVC is the conversation starter and is supported by press, web, direct marketing, radio, in store activations and outdoor activations. The campaign launched in April and will be rolled out in phases across the next 6-12 months with various activations taking place across every state.

Click throughs to the website (dogshome.com) increased over 200% the day after the TVC went to air.

Phone enquiries increased by almost double to find out what the costs are to desex a dog or a cat.

Desexing surgery's increased by 25% within 2 weeks after the launch of the campaign.