Dog's Trust: It's nicer to neuter - IPA Effectiveness Awards Case Study 2006

Brief Description: In late 2003 141 Worldwide was briefed by the Dog's Trust to develop communications encouraging dog owners in Ulster to neuter their dogs. Neutering reduces the urge to stray and so directly impacts on stray dog destructions. 141 Worldwide created the 'Neuter Boys' who used humour, slapstick and yellow doggy suits to let Ulster's dog owners know that 'Its nicer to neuter' and dominated peak-time TV for four days. A 2-minute film punched neutering in to the public consciousness and a conventional 40-second film encouraged further neutering hotline calls. Post-campaign, participating vets neutered 3,800 dogs, which was 47% up on 2003 and 156% over target. On a small budget, the campaign has succeeded in reducing the average annual destruction of dogs from 5,511 to 3,552 ;---(TAGS)--- Full Title: It's nicer to neuter : how two men in fancy dress encouraged Irish dog owners to make the kindest cut of all ; Number: 2006/43 ; Brand Name: Dog's Trust ; Client: Pets Trust ; IPA_ProductCoding: Charities (All charities) ; Agency: 141 Worldwide ; Author: Mike Nicholson ;