Case Study

Dogs Trust – Stray Dog Survey


Every year, Dogs Trust conducts a survey that asks Local Authorities how many stray dogs were picked up over the past year. These figures help shape the charity’s campaigns for the coming year and form the basis of the annual Stray Dog Survey.



We extracted the newsworthy statistics from the survey and amplified this by creating gripping headlines. This enabled us to help Dogs Trust develop the broadcast hook, to ensure television and radio producers had a compelling news angle to feature in their programmes.



ON secured 93 radio hits and 27 TV hits, including national television coverage on Daybreak, BBC Breakfast who ran live reports from a Dogs Trust centre, BBC News Channel and Channel 5 News and regional TV reports on 19 broadcasters.