Pedigree Launches ‘Dogphonics’ Program For Pooches To Be Read To
Image via Colenso BBDO
The joy that people get from being around their canine friends is often reciprocated. Pedigree Petfoods believes that this emotional connection can help lessen stress for humans, be they large or small. It’s proving this with Dogphonics, a sweet kid-to-canine reading program to help children in New Zealand overcome their fears of reading aloud.
Research by UNICEF reveals that, as a result of school closures, child literacy rates have fallen and children at home haven’t been as confident in reading out loud over the last two years.
Since dogs and humans bring out the best in one another, the pet food brand is now encouraging children to read in front of their pet—“a good listener, someone who’s extremely patient, full of love, and never judgmental,” describes Colenso BBDO, the advertising agency behind the campaign.
Image via Colenso BBDO
Five books designed to capture the interest of four-legged listeners and ease young readers’ anxiety with books have been created for the initiative, including It Was Not Me, I Did Not Eat The Alphabet; Where Are My Pants?; and We’re Going To The P-A-R-K.
Image via Colenso BBDO
The program cites a study conducted by Pedigree and The Waltham Petcare Science Institute stating that having a dog as a listener can boost a child’s confidence and alleviate anxiety.
The five Dogphonics books are now available on Amazon and select book retailers, with 100% of proceeds going towards finding new homes for shelter dogs.
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[via The Drum and Campaign Brief, images via Colenso BBDO]
