Pedigree Adoption Drive Charlie’s Story

Pedigree in the UK have launched their 2010 Pedigree Adoption Drive, a campaign aimed at reducing the numbers of abandoned dogs on the streets. There are currently 108,000 abandoned dogs in the UK, many of them in danger of being put down if funds can’t be raised to keep them alive. Charlie’s Story is a film with an ending that can be affected with every 25,000 views. And whilst Charlie’s life can be changed just by watching the video, so can the lives of many real dogs as Pedigree will donate £1 for every view Charlie’s Story receives. The campaign is online at YouTube, with one episode so far.

Click on the image below to play Episode 1 (Abandoned) in YouTube

Click on the image below to play Episode 2 (Found) in YouTube

Click on the image below to play Episode 3 (The Long Walk) in YouTube

Click on the image below to play Episode 4 (Rehomed) in YouTube

Thousands of ‘Ghost Leads’ were created and distributed around the UK, each one bearing the message: ‘Every hour, one abandoned dog disappears forever’. These all-white leads are inspired by the now iconic Ghost Bikes, and each one gives details of how to donate to the Pedigree Adoption Drive by SMS or online.

Several large skips (dumpsters) were placed around major UK cities, each one a representation of the number of dogs put down each week in the UK.

Credits

The Charlie’s Story campaign was developed at Hyper, London. Filming was shot and produced at Pretzel Films, London.