Pedigree is probably one of the best known pet care brands in the UK, and many dog owners are aware of its charitable work. Since the launch of the Pedigree Adoption Drive last year, Pedigree has managed to raise more than £1 million. The campaign’s aim is to raise awareness of the high levels of dog abandonment within the UK, which reportedly has risen since the onset of the recession.
The fund has been raised through on-pack donations when customers purchase Pedigree products, campaign merchandise and the perhaps lesser known Pedigree Adoption Drive Dog Tag Team.
This Dog Tag Team completed the UK’s first sponsored relay dog walk earlier this year. From Land’s End to John O’Groats, dog owners and their dogs walked the length of the country to raise money for the campaign. Starting in March with Amanda Holden and Fudge, her rescue dog, the sponsored dog walk relay finally completed in May.
Chairman of the Association of Dogs and Cats Homes, Clarissa Baldwin said, “Initiatives such as The Pedigree Adoption Drive help to draw attention to the plight of the 100,000 dogs that are abandoned in the UK every year. In these credit crunch times, many rescue centres are seeing a surge in the number of dogs being brought in and unfortunately many simply do not have the resources to cope.”
The campaign is set to continue next year and campaign manager, Jane Bingham said, “We at Pedigree would like to say a huge thank you to everyone who has supported the campaign and made a difference to the lives of thousands of dogs throughout the UK. Although a vast amount of money has been raised so far, there is still work to be done as thousands of dogs still remain homeless, and that is why we will be continuing with The Pedigree Adoption Drive next year.”
Since its beginning, the Pedigree Adoption Drive has now donated over 300 grants to charity and continues to work closely with the KCCT (Kennel Club’s Charitable Trust).