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PEDIGREEĀ®

Issue 31 | June 2014

Background

There was a growing trend online of 'slacktivism'. This was passive engagement online when people thought they were doing their bit for a good cause simply by sharing a link, liking a post or signing an online petition. What most charities most needed was money.

In considering a new campaign for The PEDIGREE® Adoption Drive, the question was, could 'slacktivism' actually be turned to advantage?

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