This Funny Dog Poop Campaign Will Remind Pet Owners to Be Responsible
Ian Andrew Panganiban — June 12, 2013 — Marketing
References: adage
The town of Brunete in Madrid and ad agency McCann, created a funny way of limiting the amount of dog poop in the town's streets.
Owning a dog means you’ll be held accountable for certain responsibilities with regards to your dog. The town of Brunete had a problem with dog owners leaving their dogs' poops on the streets of the town. With the help of 20 volunteers, the irresponsible dog owners had their dogs' poop mailed to them via the town's 'Lost and Found Department.'
The volunteers walked up to the dog owners and asked for the dog's name and breed, which they used to find the address of the dog owner through the town’s pet documentation system. The dog poops were mailed to back to the owners, along with a warning letter telling the dog owners to be more responsible. The campaign resulted in 70% less dog poop on the town’s streets.
Owning a dog means you’ll be held accountable for certain responsibilities with regards to your dog. The town of Brunete had a problem with dog owners leaving their dogs' poops on the streets of the town. With the help of 20 volunteers, the irresponsible dog owners had their dogs' poop mailed to them via the town's 'Lost and Found Department.'
The volunteers walked up to the dog owners and asked for the dog's name and breed, which they used to find the address of the dog owner through the town’s pet documentation system. The dog poops were mailed to back to the owners, along with a warning letter telling the dog owners to be more responsible. The campaign resulted in 70% less dog poop on the town’s streets.
Trend Themes
1. Accountability Reinforcement - Using humorous methods to reinforce responsibilities and hold people accountable for their actions can be a disruptive innovation opportunity.
2. Personalized Intervention - Personalized interventions can be a disruptive innovation opportunity to correct behavior and promote responsibility.
3. Community Involvement - Involving the community in an intervention can be a disruptive innovation opportunity to promote accountability and responsibility.
Industry Implications
1. Pet Industry - The pet industry could use disruptive innovation to address the problem of irresponsible pet ownership and promote responsible practices.
2. Advertising Industry - The advertising industry can use disruptive innovation to create humorous campaigns that promote responsibility and accountability in various areas.
3. Municipal Government - Municipal governments can use disruptive innovation to address community issues, such as irresponsible dog ownership, and engage the community in solutions.
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