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Australia rallies around to #keepAusPetFriendly

Dr Chris Brown joins national campaign to drive policy change and awareness for our furry friends

CAMPAIGN TO RAISE AWARENESS ABOUT THE BENEFITS OF PET FRIENDLY POLICIES IN OUR COMMUNITY.

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Australia seems like a nation of pet lovers, however recent data has shown that pet populations are decreasing steadily. The Palin team has been working with client Mars Petcare Australia on an ongoing integrated communications campaign tackling this issue and highlighting the many proven health benefits of pet ownership.

As part of this, high profile veterinarian Dr Chris Brown helped Mars launch a national advocacy initiative called #KeepAusPetFriendly which aims to reverse the downward trend of pet populations in Australia and raise awareness about the benefits of pet friendly policies in our community.

Dr Chris Brown has been speaking to a range of media and political decision makers about pet-friendly rental properties, transport, cafes and outdoor spaces as key areas needing improvement. The initiative is underpinned by a social media campaign across Facebook, Twitter and Instagram using the hashtag #KeepAusPetFriendly.

Academics, health stakeholders, policy makers, pet lovers and social media influencers alike have gotten behind the campaign to ensure future generations do not miss out on the benefits of pet ownership.

Results

  • 87 media stories generated, including The Daily Telegraph, Herald Sun, Courier Mail, Channel 10 News nationally, Channel 7’s Sunrise, Huffington Post and the Daily Mail
  • Over 2.3 million impressions from earned editorial
  • 300,000 campaign video views
  • Grew an 11,000 strong Facebook community in 8 months
  • 1,800% increase in website visits
  • Pro-pet politicians/media identified
  • Evidence of change across local government with 5 dog parks commissioned post-launch.
  • Media sentiment about pet ownership changed from negative to positive.
  • NSW, QLD and VIC governments considering legislation changes to allow more pet- friendly rentals
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