Over 1 million seniors in the United Kingdom are facing chronic loneliness, leading to a list of mental and physical issues. To help combat this situation pet brand Pedigree is teaming up with UK’s own Campaign to End Loneliness by matching seniors with dogs.
The initiative, Pedigree Dog Dates, works much like a dating service. Older citizens are asked to fill out an application that registers them for the program in their community. Pedigree then finds a local dog to match with the senior for a day of dog walking, playing, and company. Early users of the platform have said that the program has helped them to feel more connected to their community and a given them a “feeling a well-being.”
For Pedigree, this campaign is likely about more than just brand awareness. According to research from Havas, three quarters of consumers “expect brands to make a contribution to their quality of life.” In this case, Pedigree is not only directly responsible for adding value to senior citizen’s lives, but it is helping to create lasting friendships amongst community members.