Case Study

Dogs Trust – 2016 Stray Dog Survey

BACKGROUND

Dogs Trust’s annual ‘Stray Dog Survey’ is a popular story which never fails to register the interest of UK broadcasters. For the past four years, we have been set the task of generating coverage and handling the logistical challenges that come with setting-up multiple live, on-location TV and radio features.

OUR THINKING

We gave broadcasters access to regional re-homing centres, HQ spokespeople and case studies; dogs that had been re-united with owners after being picked up as strays. With down-the-line, in studio, and on the ground live broadcast options we covered off all the needs of the media.

RESULTS

The story received blanket coverage, broadcast nationally on stations such as BBC Radio 5 live, BBC Radio 4, Sky News Radio and talkRADIO. Regionally the story landed on 21 BBC Radio stations, and was then covered on the BBC regional Evening Show that plays across all 39 regional BBC stations. TV wise, ten different regional stations covered the story, sending crews to local centres to put together region specific packages for their evening news bulletins.