Putting Woodgreen's redefined rescue message on the map with a landmark London activation

Solution

With decades of experience in pet and charity PR, plus countless stunt activations under our belt at Leopard Co, we brainstormed how we could communicate Woodgreen’s new messaging in a clear, yet compelling way.

After discovering through the charity’s research that over 25,000 animals could have stayed with their owners if they’d had the right support, this was a statistic we couldn’t ignore.

We planned an activation that would force people to pay attention, laying down 1,330 pet toys (with each toy representing roughly 20 of those relinquished animals) in front of London’s iconic Tower Bridge.

Hours upon hours of planning and a 4am wakeup call was all worth it when what we had built inevitably captured the attention of many commuters and passersby. And most critically, the media.

The stunt was supplemented with thorough research by both ourselves and Woodgreen. While they investigated the hidden lives of pet owners and the sacrifices they are making to keep their animals, we at Leopard delved into quantitative research of 1000 pet owners to discover how many people in Britain have been forced to relinquish a pet.

This data, combined with the captivating photo stunt and emotive case studies from the charity, resulted in a story the press couldn’t refuse.

But the work doesn’t stop there.

Following the launch of the ‘lonely toys’ stunt at Tower Bridge, we continue to tell Woodgreen’s story. Our strategy began with a big bang, but we continue to fan the flames, selling in compelling case studies to the media, working with influencers to share the charity’s message, and pitching podcast interviews for key spokespeople.