Storytelling as a strategy to promote dog adoption, with a focus on brand support for NGOs,
using the case study of the Pedigree brand. The analysis encompasses interviews with
representatives from various animal adoption NGOs, revealing motivations, trends, and
demographic information related to adoption. The study highlights the importance of
storytelling in building effective advertising campaigns, using the example of the Pedigree
campaign "Adopting is Everything." The engaging narrative presented in the case of Toby,
the canine protagonist, seeks to demystify stigmas surrounding adoption, emphasizing that
often it is the owners' circumstances, not the animals' behavior, that lead to seeking shelters.
The conclusion emphasizes the complexity and diversity in adoption decisions, providing
valuable insights for NGOs and responsible marketing strategies. This work aims to
contribute to a deep understanding of the use of storytelling in promoting animal adoption and
its practical implications.
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