Our solution was to hijack prescription pill packs at certain cooperating pharmacies, offering an alternative prescription to patients. Our removable stickers featured loveable infographics that demonstrated the many overall health benefits of owning a dog – from mood boosting, to weight loss and the aid of sleep. Furthermore, the stickers featured a QR link to animalschina.org, one of Pedigree’s key pet welfare charity partnerships in China, where consumers could find out more and take the first step to adoption.

Animalschina.org saw an increase in the number of people visiting their dog shelters, leading to up to 20% of abandon dogs being adopted comparing to the same time last year. And the relevant content went viral during the launch month, creating buzz about the health benefits of dogs in everyday life.