Good news for dogs
Right now, many ‘pedigree’ type dogs suffer long-term health problems because of the pursuit of extreme physical characteristics such as size, loose skin or flat faces. It’s causing serious and lifelong suffering to dogs and even threatening the existence of some breeds.

But now the RSPCA has the opportunity to tackle it – by taking on the breeders and organisations that set the standards for beauty.

What happened?
The Good Agency launched ‘Bred for Looks, Born to Suffer’. It shows the suffering caused to breeds like pugs, who can suffer serious breathing problems. Press and banner ads promoted an online petition.

Within 10 days it had gained 10,000 signatures, and prompted a letter from the Kennel Club promising to make the issue a priority.