The campaign highlights the healing power of dogs
(Marketingmagazine.com.my) – An interesting project done by BBDO Moscow and Pedigree showcases the positive impact that dogs have on humans, in a way that is relevant for Russian society.
The ‘pUp SYNDROME’ project was inspired by the Pedigree global creative campaign ‘Feed the good’ which was based on the idea that dogs help bring out the inner good in people.
It was observed that employers in Russia refused to hire people with Down Syndrome, based on the study by the agency only four people with the condition were officially employed in the country of 146 million.
Setting out to prove that people with Down Syndrome were capable of performing work related activities, the brand together with the charitable fund “Downside Up”, kick-started their experimental project, ‘pUp SYNDROME’.
The project documented the journey of five young adults with Down syndrome working at a dog hostel.
The project began in May 2015, with the preparation stage lasting until November. From December until February, a professional adaptation took place in ‘Hors’ dog hotel near Moscow.
Real tasks and responsibilities were established such as taking care of the dogs, feeding, walking and even providing basic training. The program began with an ‘attentive adaptation’ stage, during which the participants were constantly under the supervision of dog experts and psychologists, who supported the children in a controlled environment.
The second part was the ‘free adaptation’ stage – here the children had more freedom and independence to carry out their duties, as they now possessed a greater understanding of their jobs.
Was it a success? View the outcome of the project in the video below:
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