Love Knows No Breed - A campaign to challenge perceptions
Pedigree’s Global Pet Adoption Weekend is set to take place for the first time in Australia on 4th and 5th October. To celebrate, PetRescue is driving positive change through its Love Knows No Breed campaign, by doing a big nose takeover of every pet’s profile picture!
Have you got a pet in your care that would make a wonderful companion for someone, but has been overlooked by adopters because of common pet stereotypes?
What if instead of being judged by their profile picture, you could let every pet’s individual personality shine?
Where are all the pet profile pictures going?
Sometimes a true companion doesn’t come in the package an adopter has pictured…so why not (temporarily) remove the pictures!
On Saturday 4th October and Sunday 5th October, we’re challenging perceptions and promoting overlooked pets by removing profile pictures from the main search results page and replacing them with a snoot photo, and each pet’s unique personality traits!
Research shows that better matches are made when adopters consider an individual pet’s personality, as well as their likes and dislikes, rather than their breed, size, or other physical characteristics. So we’re experimenting a little to level the playing field for ALL rescue pets, in a weekend spotlighting personality over appearance!
What changes are happening on the platform?
For the two days of the campaign weekend, all search results will have a placeholder nose picture (because Love ‘Nose’ No Breed) and a hero slogan for each pet’s personality, based on their profile.
This means adopters will view pet profiles based on who they are, not what they look like!
Once adopters head to the pet’s individual profile, all of their pictures will still be there - but to keep up the ‘read first, look second’ nudges, the pictures will be blurred out and enquirers will have to hover to reveal the photos.
All pet profile information will remain, and the site will revert back to normal after the weekend.
What do you need to do?
This campaign will provide members with a great opportunity to "bump" their long-term or harder-to-rehome pets, and let their personalities shine!
The website takeover will happen automatically, and all of the features are temporary, so all profiles will be back to normal on the 6th of October.
We also welcome any members who would like to join in the fun and get involved, incorporating the theme into their social media or webpage!
Please reach out if you have any queries or would like to know more about the campaign! We’d love to share insights and help members trial similar campaigns within their communities, to help all pets find their loving home sooner.