“Going to the Dogs was undoubtedly a better, more contextualized look than most at how poverty and lack of opportunity can brutalise people.”

The Guardian

Aim

Following the 400% increase in dog fighting across the UK, produce a peak-time documentary that explores the issue and shines a light on animal cruelty.

Strategy

Work directly with the community affected by the issues and partner with award-winning director, Penny Woolcock to give the film unprecedented authenticity.

Result

Generated mass awareness across digital and every major newspaper. Opened up a national debate on animal cruelty and food production practices.