PEDIGREE® DOGPHONICS
The fear of reading aloud and failing is proven to inhibit literacy amongst children. Over the last two years, child literacy rates have declined with home learning resulting in a decrease in practice reading aloud and confidence. With the belief that dogs bring out the best in humans, PEDIGREE® has launched a reading programme that consists of five books, specifically designed to be read to a good listener, someone who’s extremely patient, full of love and never judgemental. A dog.
A study co-created by PEDIGREE® and The Waltham Petcare Science Institute found that having a dog as a listener can improve a child’s sense of confidence, moderate feelings of anxiety, and provide support.
Dr. Emma Woodward, Child and Educational Psychologist says: “All kids need to learn to read, but for some this experience can become fraught with a sense of ‘not being a good reader’ so they lose confidence and motivation and then with it, the sense of joy that reading stories can bring. The PEDIGREE® DOGPHONIC
Fabio Alings, PEDIGREE® Global Brand Director at Mars adds: “Our purpose at PEDIGREE® is to ‘feed the good’ dogs bring to the world. Hence, we have a long history of creatively celebrating not only how we as humans literally ‘feed the good’ in dogs, but how dogs also ‘feed the good’ in humans, as their lovable innocence brings out the best in us. The PEDIGREE® DOGPHONICS
The PEDIGREE® DOGPHONICS
Maria Devereux, CIO at Colenso comments: “Reading anxiety is common, especially at an age where children are going through behavioral changes and developing their own emotional processes. The Waltham Institute has given PEDIGREE® DOGPHONICS
Credits
Client: Mars
Client: Global Brand Director, Fabio Alings
Client: Marketing Manager – Pet, Cormac Van Den Hoofdakker
Agency: Colenso BBDO
Production Company: Production Partners
Media Agency: WAVEMAKER
Any other partners: Child, Educational & Community Psychologist, Dr. Emma Woodward
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