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Pedigree has announced that it has raised over £160,000 to help the thousands of dogs abandoned every year in the UK, through its charitable initiative, The Pedigree Adoption Drive 2011.
Pedigree says its fundraising comes at a crucial time, as rescue centres' facilities across the country are severely suffering under the strain of the highest level of dog abandonment in over a decade.
The Pedigree Adoption Drive, which launched in mid-October, aims to raise awareness of the ever-increasing issues of dog abandonment and funds for the hundreds of rescue centres across the country that work tirelessly to find these dogs new loving homes.
Now in its fourth year, the campaign called upon dog lovers everywhere to show their support, by taking part in the world's first virtual dog walk around the web. In addition, consumers got involved in a host of other activities - donating via text message and online, to help the Drive reach this year's grant total.
The funds raised this year will be distributed through grants to 90 rescue homes across the country - including three special grants of £15,000 given to Bath Cats and Dogs Home, £20,000 given to North Clwyd Animal Rescue and £25,000 given Birmingham Dogs Home. Every grant will be put towards projects aimed at making tomorrow better than today for dogs - including the refurbishment of dilapidated kennel blocks, desperately needed veterinary facilities and the supply of essential surgical equipment.
TV presenter and vet Steve Leonard, who is the ambassador of this year's campaign, said: "The money raised from this year's Pedigree Adoption Drive is a great example of how we can achieve so much together to help take steps towards tackling the issue of dog abandonment. The grants awarded to rescue centres this year will make a big difference in helping to find many rescue dogs, the loving homes they deserve."
Katie Wragg, Pedigree Adoption Drive Brand Manager said: "In the last four year's we've raised over £1million for rescue centres supporting the country's abandoned dogs and despite the tough economic climate, the amazing public reaction has enabled us to really make a difference to the lives of abandoned dogs across the UK and help give them a bright future."
For more information on the campaign log on to: http://www.pedigreeadoptiondrive.com/
Following the announcement from the Dogs Trust that the number of stray and abandoned dogs has reached an 11 year high, Pedigree has launched it's fourth annual Adoption Drive.
The campaign, which seeks to raise awareness and funds for the thousands of strayed and abandoned dogs in the UK, comes at a time when recent statistics put the number of dogs being picked up by local authorities in the last year at 126,176 - the worst in over a decade.
Since its launch, The Pedigree Adoption Drive has raised over £1million for rescue centres up and down the country who are working tirelessly to find new and loving homes for abandoned dogs. Last year alone, grants of almost a quarter of a million pounds were distributed to 34 rescue homes and went towards funding the vital refurbishment of dilapidated kennel blocks, desperately needed veterinary facilities and the supply of essential surgical equipment.
TV presenter and wildlife vet Steve Leonard, who is supporting this year's campaign, said: "Rescue centres across the country are at capacity due to the overwhelming number of stray and abandoned dogs in Britain - a number which is sadly still on the rise. We need to work together to make people aware of this issue and educate them about both the benefits and commitment involved in owning a dog. The funds and support generated by this campaign, help to give abandoned dogs everywhere a second chance at the loving homes they deserve."
During the campaign, Pedigree is sponsoring Pete Wedderburn's blog on www.vetnurse.co.uk
Abbey Veterinary Group in Chaddesden, Derby has won a dental x-ray system worth £2,500 in a prize draw held by Pedigree.
The competition aimed to encourage veterinary practices to sign up for the inaugural Oral Care Month which saw 1109 clinics educating dog owners on the importance of regular dental care.
Clive McPherson, veterinary partner at Abbey Veterinary Group, said: "We were extremely pleased to hear that we had won the dental x-ray system. We had been planning to upgrade our dental facilities and this was one item that was high on our wish list. The new machine will enable us to carry out our dental work to a higher standard and will be of use in other maxilla facial problems. We expect it to be used daily and we are very grateful to Pedigree for its very generous prize."
Pedigree® has announced the launch of national Oral Care Month, which will take place during March 2010.
Recognising that canine periodontal disease affects over 80% of dogs in the UK, yet with only 2% of owners following a regular oral care regime for their dog, Oral Care Month will seek to encourage owners to visit their veterinary practice for free dental check-ups.
The company says the initiative will be supported with a wide range of marketing material for practices, including striking waiting room posters, leaflets and free Pedigree DentaStix samples. A far-reaching national press and TV advertising campaign will also take place leading up to the campaign to encourage existing and potentially new clients to seek advice from their vet.
Pedigree's oral care expert, Dr Marie-Louise Baillon says that most owners simply aren't aware that four out of five dogs over the age of three are likely to have gum disease. "We've found that around 90% of owners rate their own dog's teeth and gums as being either good or perfect. What our campaign is aiming to do is educate owners to look out for the telltale signs, such as bad breath, which many will often wrongly accept as being normal, or bleeding and inflamed gums."
Practices can sign up to Oral Care Month from 1st January at: http://www.oralcaremonth.co.uk/.
Promotional materials will be sent to registered surgeries in the New Year. All practices that sign up will be listed on the campaign's consumer website so that dog owners can easily find their nearest participating vet.
All registered Oral Care Month practices will also be entered into a free prize draw. Prizes include a dental X-ray system worth £2,500, 25 free places on next year's 'Improving Periodontal Health' autumn lecture tour and 50 periodontal probes.
Pedigree® today launched its 2009 Pedigree Adoption DriveTM to highlight the issue of dog abandonment in the UK.
It is estimated that there are 100,000 abandoned or stray dogs in the UK every year. Pedigree surveyed animal rescue homes across the UK and in just 33 centres, found that over the course of just eight days between Christmas and New Year, an average of 12 dogs were abandoned per centre, equalling more than one every day*.
Clarissa Baldwin, Chair of the Association of Dogs and Cats Homes (ADCH) comments: ‘These statistics illustrate the severity of the situation. As a nation of so-called dog lovers, it is unacceptable that pets are being treated as throwaway commodities. Dog ownership is a privilege, not a right.'
Jane Bingham, Pedigree Adoption Drive Manager said ‘We are saddened by the alarming number of dogs being abandoned each year. Our aim is to help raise awareness of the issue of dog abandonment to ensure that re-homing centres are given support to enable them to continue their wonderful work.
‘The rewards pets provide to responsible dog owners are evident yet the figures show there are still thousands of dogs who are in need of loving homes.'
Pedigree's research has found that over seven million dog owners state that their dog makes them happier and over 1 in 4 (nearly three million dog owners) actually admit they love their dog more than some members of their own family.**
The Pedigree Adoption Drive aims to not only increase the public's awareness of dog abandonment, but also to raise funds to help rescue centres and charities across the UK re-home these dogs. Now in its second year, The Pedigree Adoption Drive is aiming to increase monies donated from last year's £489,000 to £600,000 by donating 2p for every single Pedigree product sold during January and February 2009.
For more information visit The Pedigree Adoption Drive website - www.pedigreeadoptiondrive.com.
Pedigree® is launching a nationwide initiative in January 2008 to help raise money and awareness to benefit dogs in rescue centres.
Launching on 1st January 2008, The Pedigree Adoption DriveTM will be supported with a £4.5 million campaign, demonstrating Pedigree's commitment to raising money and awareness about the issue of homeless dogs in the UK.
For every Pedigree product sold the brand will donate money, raising up to £500,000 in the first three months. The campaign, fronted by a high profile television personality (to be announced), will create nationwide consumer excitement and awareness via TV advertising, press, outdoor poster sites, direct mail, in-store point of sale, promotional deals, and PR activity including show-casing the campaign at Crufts.
The Pedigree Adoption DriveTM campaign is the biggest ever brand initiative for Pedigree and is the first campaign that Pedigree in the UK will use packaging that carries the campaign messaging across the majority of the items in its range.
Consumers can engage and interact with the campaign by visiting http://www.pedigreeadoptiondrive.com/, a website inviting dog lovers to pledge their support for the campaign by purchasing a campaign T-shirt and follow the journey of the abandoned dogs featured in the advertising that are being cared for at Battersea Dogs & Cats Home. The site also hosts a search facility to help people who are looking to give a loving home to an abandoned dog, find local re-homing centres.