A campaign with clear objectives: to communicate and support the pet therapy project promoted by Purina® in partnership with the non-profit organisation Frida's Friends in carrying out IAA (animal-assisted interventions) activities - more commonly known as Pet Therapy - by donating more than 250 hours to the children treated at the Fatebenefratelli hospital in Milan.
A commitment to support people in a vulnerable state through the power of the people-pet relationship. In addition to informing about the project, the communication actively involved pet lovers, focusing on a simple and engaging participation mechanic: by uploading a photo of the pet that gave them the most joy on purina.it, the user could increase the number of pet therapy hours donated by the brand, up to a maximum of 176 hours added to the original 250.
The key visual developed by ATC well summarises the distinctive characteristics of the activity: in the upper part of the layout, a shot taken in a hospital portrays the happiness of a convalescent child during pet therapy, while in the lower section a heart icon with a hand and a pet's paw inside praises the value of solidarity, together with messages asking the owners to do their part.
Great visibility was put on the operation in the physical points of sale of both the grocery and specialised channels, with in-store materials and releases on the house organs of stores. These assets were specifically designed to engage Purina® consumers and prospects on multiple touchpoints.
On the digital side, the campaign covered both the brand's institutional website and the main online publications, with banners developed in different sizes.
