Insight: Many new parents avoid getting a dog or give up their dog because they fear it will be unsafe around their baby.
Solution: To demonstrate the safe, caring relationship between Pedigree adoptable dogs and babies through a baby monitor app that creates musical adventures in digital and book form.
Guidance suggests that babies aged 18–24 months should have only limited screen time, ideally accompanied by an adult. This creates an opportunity to make that time special.
Featuring over 100 animated bedtime stories in video and book form, including real dogs from Pedigree whose personalities shape the adventures with your baby, accompanied by a unique lullaby.
Parents can learn about each dog in the stories through a short bio, opt in to receive video updates, and attend local Pedigree pop-up events with their baby to meet the dogs in the stories.
Each digital story will be audio-described and play a lullaby through the baby monitor. Under each story on the app and at the back of each book, there will be blogs helping parents with different topics, such as ‘Preparing your dog for a new arrival,’ to reduce the number of dogs given up to rescue centres on the Pedigree website when a baby arrives.
'It's such a different and interesting angle to tackle this issue. Also pulling all the right strings!' Fred Corazza.