Dogs Know

Background

Each year, Mark does pro-bono work for the Sydney Dogs & Cats Home, with two aims: to raise money for kennelling; and to find new owners for animals they’ve struggled to re-home and can no longer afford to keep. In 2007, Sydney Dogs & Cats Home informed Mark of a surge in demand for dog adoption in rural areas, and asked how they could affordably and effectively reach potential dog adopters in the countryside.

Idea

To appeal to the hearts of rural dog-lovers, the agency wanted to run an ad that would appeal to dogs and humans at the same time. A technician confirmed that rural stations could broadcast frequencies as high as 75,000Hz – far higher than the usual 15,000Hz bandwidth limit of busy urban stations. They immediately approached 92.9FM, the big radio station in Tamworth, which is a major regional hub north of Sydney, who donated 40 free airings to the cause.

In these airings the agency ran a 30-second radio ad. A voice-over described the plight of neglected dogs, yet mixed under the audio was an ultrasonic frequency (at 20,000Hz) - a sound that humans can’t hear, but dogs can. When Tamworth people saw or heard their dogs reacting to the ad, the illusion of empathy was created: it seemed their dogs were telling them to help the cause.

Results

Seven dogs who had spent months in the kennels and were about to be put down were finally given a new country home.

Target Audience

Dog lovers in rural areas near Sydney

Size

30" radio spot aired 40 times over four days (10 times a day)

Our Thoughts

This is a brilliant idea and should have guaranteed its authors lasting fame. Unfortunately without PR cover they're left like the man who'd pee'd himself in a dark suit: it was a warm feeling but no one noticed. What a pity because I'm sure the radio station would have loved to feature it on their news items. And I'm sure TV and newspapers across Australia would have fallen over themselves to cover it. SH