CIPR Excellence Awards Finalist
pieces of coverage
Pet charity Blue Cross wanted an idea to highlight how it relies on donations to look after pets in its care. Unlike other charities Blue Cross only does positive creativity – no finger-wagging or shock tactics. Any idea had to give pets a voice and keep them front-and-centre.
Everyone’s aware of street fundraisers. Most of us try to pretend they’re not there and skip past with our heads down (or pretend to be on the phone).
But what if we swapped human fundraisers for close encounters of the furrier kind? Who could ignore an adorable doggo?
The Big Idea
We created Tap Dogs: the first contactless fundraising canines. Each Tap Dog was equipped with a special jacket sporting a contactless payment terminal.
You simply pat the dog and tap to donate.
The Tap Dogs were initially walked in London parks but the fame and popularity of the idea soon saw them visit hundreds of major dog events across the UK, including Crufts.
A super simple idea that was bang-on the brief, delivered loads and loads of coverage, raised funds and actually inspired the contactless donations movement in the charity sector.