Dogs can help children learn to read suggests campaign from BBDO Guerrero and Pedigree

A campaign from BBDO Guerrero is encouraging children with reading difficulties to read to those who won’t judge or criticise their mistakes – dogs.

The work for Pedigree Philippines is the Asia Pacific iteration of the brands global ‘Feed the Good’ marketing push.

An online video tells the story of a boy who has trouble reading until man’s best friend enters his life.

As an extension to the campaign, BBDO Guerrero and Pedigree have also partnered with the Reading Association of the Philippines and hosted events where kids can try reading to a dog for themselves.

BBDO Guerrero creative chairman David Guerrero added:  “It’s a moving insight that is authentic, and it led us to a strong idea that can easily travel across markets because of its relevance.”

Glenda Gloria, a reading specialist at Med Mom Child Development Clinic, said dogs appear to be “welcoming listeners to children”.

“Children become more willing to take risks in their reading, no matter how many mistakes they make, because after all, no one else will react,” she said.

The online film is directed by Joel Limchoc from Film Pabrika.



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