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22045-DT-Covid campaign_Train Cards 564x

Client: Dogs Trust
Project: Change the tale
Media: OOH, press, radio
Scope: Copywriting, creative direction

During the last recession, 40,000 dogs were abandoned. Dogs Trust wanted to highlight the fact that as the UK moved out of lockdown, 2021 could see a new wave of unwanted dogs abandoned out on the streets.

The challenge here was to describe a situation that hadn't actually happened yet. And make a link to Covid, while making the message clear that this was a dog crisis about to hit hard.

The solution was to add a simple letter – and an adorable lurcher called Duffy – to the iconic government warning messages that had become ubiquitous during 2020. Stay alert became stray alert.

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