Pedigree organised a Canine Blood Donation drive at TANUVAS (Tamil Nadu Veterinary and Animal Sciences University) campus, which was the first of its kind in the country. The task was to sensitise a rather passive audience into donating their dog’s blood.

We based the idea on the insight that dog owners are like proud parents who want to see their child appreciated and admired.

With a poster inspired by the classic ‘Creation of Adam’ painting of Michelangelo, we made pet owners feel that their dog could be seen as God. After all, giving blood is giving life.

We reached out to pet owners at different touch points. Hence, besides ads in local dailies, we placed posters at beaches, joggers parks, pet shops and veterinary clinics frequented by pet owners.

Within a month of the communication launch, there was a noticeable change in perception and then there was nearly a 70% increase in the number of donors.