TORONTO, ONTARIO, Jun 07 (MARKET WIRE) —
Attn: Lifestyle Editors / Pet Reporters
Editors Note: There is a photo associated with this press release.
When it comes to shelter dogs, the only thing worse than clinging to the
hope of one day being adopted by a loving family is the stigma and
wide-spread misconceptions they undeservingly face.
A recent survey commissioned by the makers of PEDIGREE(R) and conducted
by Harris/Decima revealed that only two per cent of Canadians could
accurately estimate the number of dogs waiting to be adopted. The
national survey also uncovered that 62 per cent of Canadians believe the
main reason dogs are admitted to a shelters is because their owners
underestimated the responsibility associated with owning a pet. However
PEDIGREE’s(R) 30 partner shelters confirmed that the majority of dogs
that come under their care are because they are strays or have been
Though the most frequently cited figure by survey respondents on the
number of dogs admitted into a shelter over the course of the year was
10,000 (11%), recent statistics peg the number to be at over 36,000. And
while nearly half of Canadians, (49 per cent) feel that not enough is
being done to raise awareness about shelters, a surprising 81 per cent of
state they themselves are not currently helping shelters.
The makers of PEDIGREE(R) have kicked off the third annual PEDIGREE
ADOPTION DRIVE(TM) Campaign to help the thousands of dogs admitted into
shelters each year by encouraging Canadians to consider adopting from a
shelter and to celebrate those four-legged heroes who have found loving
The 2010 PEDIGREE ADOPTION DRIVE(TM) campaign includes several
cross-country initiatives to encourage Canadians to consider adopting a
dog or supporting their local shelter. This year’s program includes:
— A travelling chalk art exhibit that will celebrate a shelter dog’s
journey towards adoption, with stops in Halifax on June 5, Toronto on
June 12, Montreal on June 16, Winnipeg on June 19, Calgary on June 23 and
Vancouver on June 26.
— World Figure Skating Champion and self proclaimed ‘dog lover’, Kurt
Browning is back as the campaign spokesperson and will be on hand at the
PEDIGREE(R) branded booth at Woofstock on June 12, the largest North
American outdoor festival for dogs, to meet local dogs and their owners
and to speak to the benefits of adoption.
— A donation of $150,000 has been made to the 30 PEDIGREE ADOPTION
DRIVE(TM) campaign partner shelters based in communities across Canada,
who will receive a minimum of $5,000 CDN each from the makers of
PEDIGREE(R) to provide support for dogs in their care.
— An online donation opportunity through the PEDIGREE(R) Adoption Tales
is the latest addition to PEDIGREE(R)’s website that showcases true-life
adoption stories from dogs that were housed in PEDIGREE ADOPTION DRIVE(R)
campaign partner shelters. For every adoption video viewed at
www.mypedigree.ca/adoption, the makers of PEDIGREE(R) will donate $1 CDN,
up to a maximum of $50,000 CDN in 2010, to help dogs in participating
shelters across Canada.
“Shelters across Canada work tirelessly to give animals the loving
care they need,” said Jenni Gunn, Brand Leader for PEDIGREE(R).
“The makers of PEDIGREE(R) are very proud to recognize this
commitment by raising awareness about animal adoption and to continue
providing support that will help shelter dogs find loving homes. To date
we have helped raised over $500,000 CDN, between 2008 and 2010, for
shelters across Canada which has been used to cover the costs of vet
care, vaccinations and food.”
“As someone who has grown up with dogs, I am so passionate about
educating Canadians on why they should turn to a shelter when looking to
add a dog to their family,” said Kurt Browning. “Shelter dogs
are treated by veterinarians and socialized by staff to ensure they are
ready to begin a new chapter in their lives. More importantly, as anyone
who has ever adopted from a shelter will confirm, you’ll never feel more
love and gratitude from a dog than one rescued from a shelter.”
Misconceptions of Shelter Dogs
Other statistics from the national survey include(i):
– 28 per cent of Canadians currently have a dog in their household and
most, 43 per cent, acquired their dog from a breeder.
– Over half of dog owners from British Colombia who responded to the
survey, 51 per cent, acquired their current dog from a breeder, the
highest response of any province.
– 17 per cent of Canadian dog owners adopted their current dog from a
shelter, with the highest percentage in Alberta at 24 per cent and the
lowest in Ontario at 14 per cent.
– 60 per cent of Canadians surveyed stated they would adopt from a shelter
if they were considering adding a dog to their household. At 49 per
cent, Quebecers were the least likely to consider getting their next pet
from a shelter.
– 19 per cent of those who wouldn’t consider getting a shelter dog believe
dogs end up in shelters because of behavioural problems. At 26 per cent,
respondents from the Prairies who won’t consider getting a dog from a
shelter were most likely to believe this.
– The majority of Canadians (64 per cent) who support shelters do so with
a financial donation. Among those, women were 10 per cent more likely
than men to donate money to shelters – 47 vs. 37 per cent, respectively.
– 18 per cent of Canadians are currently supporting
initiatives/organizations that help dogs living in shelters. Among
those, Quebecers at 39 per cent, are most likely to support third party
initiatives or organizations that support shelter animals through
purchases they make, while Atlantic Canadians, at 22 per cent, were most
likely to volunteer versus the national average of 5 per cent.
For more information on the 2010 PEDIGREE ADOPTION DRIVE(TM)campaign,
please visit www.mypedigree.ca
About the PEDIGREE(R) brand
PEDIGREE(R) is the number one brand of dog food in the world offering a
wide variety of products for different dog life stages. As an innovative
market leader, the makers of PEDIGREE(R) are at the forefront of dog
nutrition and understand dog owner needs by providing a range of
innovative food products and resources. PEDIGREE(R) products are
available at grocery, pet specialty and mass merchandise outlets.
About the survey
The data was gathered between April 29th through May 2nd, 2010 through
Harris/Decima’s weekly teleVox, the company’s national omnibus survey. A
representative sample of 1,008 Canadians were surveyed, and the
corresponding margin of error for results based on the full sample is
+/-3.1%, 19 times out of 20.
(i)Some regional stats have sample sizes of less than 30 completes; as a
result the data are directional in nature.
For more information, visit www.mypedigree.ca.
(R)/TM Trademarks. Copyright Mars Canada Inc., 2009. All rights reserved.
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