Pedigree has worked with Clemenger BBDO Sydney to launch 'Donate with a Mate' - a world-first human and canine blood donation service.
Pedigree has launched a world-first blood donation service, calling on Australian dogs and their humans to donate together, with every dog that donates saving the lives of three dogs.
The campaign, created by Clemenger BBDO Sydney, was developed in partnership with the Australian Animal Blood Bank (AABB) and led by ambassador Dr. Katrina Warren.
The work aims to boost awareness that dogs can donate blood, with a current shortage of canine blood across the country taking place.
Clemenger BBDO Sydney creative director Brendan Willenberg says the idea for it was sparked by humans doing everything with their dogs already.
“We go on walks, road trips and drink at the pub with them, and now we can donate blood with them," Willenberg says.
"We wanted an idea that would not only increase awareness for canine blood donations but also make owners feel more comfortable registering their dogs to be donors. With every one dog donor saving the lives of three other dogs, the more donors available the more dogs’ lives we can save.”
Following a call for registrations, the Pedigree 'Donate with a Mate' blood donation service recently launched with an AABB donation van, a human donation van, giving dogs the opportunity to donate blood and support the cause.
Mars Petcare Australia portfolio marketing director Renee Lewington says everyday dogs across the country need blood transfusion but due to low awareness there is "a critical shortage" in canine blood.
"Through Donate with a Mate, we’re hoping to raise awareness of the fact that our best mates can give blood, just like us, and to encourage Australians with eligible dogs to donate with their mates and help your dog save other dogs’ lives," Lewington says.
"Our goal is to significantly impact the number of donations for years to come.”