New Brief (again..)

Brief

Background:

Battersea Dogs Home takes in unwanted Staffies and tries to give them new homes. The breed has a bad reputation and therefore are always taken. Compared to other breeds the figures of staffies are a lot higher and stay at the home for a lot longer. 

All the figures below relate to Staffordshire Bull Terriers and Staffie crosses and are taken from Battersea Dogs & Cats Home’s three sites in London, Old Windsor and Brands Hatch. 

Staffies at Battersea: 

• In 2011, 5,074 dogs arrived at Battersea. Out of these, 1,869 were Staffies, meaning they accounted for 37% of all dogs. All bull breeds combined accounted for 47% of dogs. 

• Battersea has seen Mongrel numbers decrease from 5,381 in 2000 to 621 in 2011, while Staffie numbers have increased from 865 in 2000 to 1,869 in 2011. 

• 40% of all the Staffies arriving at Battersea in 2011 were under two years old, suggesting that people buy them as puppies and then dump them at an early age. 

• The average stay for a Staffie at Battersea is 62 days, compared to 14 days for a Bichon Frise and 39 days for a Husky. There is no time limit for how long a dog can stay, but the average stay among all breeds is 45 days. 

• Battersea’s Clinic neutered an average of two Staffies a day in 2010

Neutering Staffies already owned by dog owners, and those looking for dogs 

Client: Battersea Dogs & Cats Home

Objective:

Highlight the issue that breeding staffies has, and how neutering/spaying and rehoming Staffies will change the figures dramatically.

Target Audience

Staffie owners (pit bull)

Dog lovers

Anyone considering staffies

Proposition

Neutering/spaying and rehoming Staffies will decrease the staggering figures and lower the fatality rate of the breed, a positive for all dog lovers.

Tone of Voice

Serious 

Adult

Media

TV Ad

Internet ad 

Possibly posters

Mandatories

Logo

Strap-line