Paws and Responsibility : A Digital Marketing Campaign Promoting Responsible Pet Ownership

Ashley Ward

Co-Presenters: Janaina Ribeiro Luciano, Alejandra Mantilla, Camila Escalante, Alessia Paredes

College: College of Business and Public Management

Major: BS.MARKETING

Faculty Research Mentor: Han, Min-Chung

Abstract:

Urban neighborhoods increasingly face challenges related to cleanliness and shared public spaces, particularly concerning pet waste left behind by dog owners. *Paws & Responsibility* is a societal marketing campaign designed to encourage responsible pet ownership by promoting the simple but impactful behavior of always cleaning up after one’s dog. Targeting urban dog owners, the campaign uses emotionally engaging messaging centered on accountability and community respect, summarized by the slogan “Good dogs deserve responsible humans.”The objective of this study is to analyze urban dog owners’ behaviors and attitudes toward pet waste management and to develop a targeted social marketing campaign. Survey data is used to define the target audience, shape messaging strategies, and establish measurable campaign objectives that encourage responsible pet ownership.A mixed-methods approach we will use, combining a quantitative online survey of at least 30 urban dog owners with qualitative open-ended responses. The survey assessed awareness, attitudes, and behaviors related to pet waste responsibility. Findings were used to identify the target audience and guide campaign messaging and objectives for the Paws & Responsibility marketing campaign.Keywords: Pet Waste,Responsibility, Community, Cleanliness