RSPCA: Campaign for Dog Registration 1989 - IPA Effectiveness Awards Case Study 1990

Brief Description: RSPCA's campaign to raise awareness of the Government's refusal to introduce dog registration following the abolition of the dog licence in 1988. Objective was to raise public support and understanding of the problem. Media: quality press. Direct response mechanism ? urging people to write to their MPs or call a number for more information. Results: generated lots of PR coverage and support. One insertion generated 4,690 telephone calls in one day. It is argued that the campaign 'led to overwhelming support outside Parliament which in turn provoked a serious backbench rebellion within it'; ;---(TAGS)--- Full Title: Dogs versus dogma - RSPCA's campaign for dog registration 1989 ; Number: 1990/308 ; Brand Name: Dog Registration ; Client: Rspca ; IPA_ProductCoding: Charities (All charities) ; Government Departments (Public service information campaigns) ; Agency: Abbott Mead Vickers.BBDO ; Author: Crawford Hollingworth, Sarah King ;