that you love me - five simple words that convinced Darwin
pet owners it was time to take responsibility for their cats and dogs.
When Darwin City Council needed to convince an
“over-regulated” population it was time to accept a new by-law, we knew the
answer would be a carrot rather than a stick.
Through research and strategy insights, Creative
Territory turned traditional thinking on its head to make an appeal from pets
to their humans – Prove that you love me
by following the new laws.
The result was high compliance and a halving in
reported dog attacks.
This work has won a number of Australian awards including the Golden Target Award for Best Government Campaign and the Public Relations Institute NT Award for Government Campaigns. It has also been featured in several public relations text books in Australia and the United Kingdom.