Rescues to get funding in new Pedigree campaign

The numbers of dogs abandoned or strayed in the UK has risen by 11% in the last year, with an average of one dog an hour being put to sleep.

Pedigree have just launched The Pedigree Adoption Drive 2010 in response to the increasing pressure being put on rescue centers. Rescues have also been hit hard by a reduction in donations as a result of the recession and last week’s news regarding the rspca no longer being able to take in abandoned pets is an indication that this problem is continuing to escalate.

This year’s initiative sees a new hard-hitting approach for Pedigree, who will be raising funds and awareness to help the nation’s abandoned dogs. All funds raised by Pedigree’s campaign will be distributed to all members of the Association of Dogs and Cats Homes through a grant system.

To help generate public support for the campaign and drive donations, Pedigree has created a hard-hitting online video which features a unique donation-per-view mechanic, a YouTube first. If you view the video Pedigree will put £1 into the fund. Its as simple as that. The video is the first of a series telling Charlie´s story. Once 25000 people have seen this video the next one in the series will launch - like a mini-soap opera.

Please view the video here http://www.youtube.com/watch?v=CFb3CIchBFw