January 5, 2000

Pound Goes Public with Ad Campaign

Vancouver’s Dog Pound today launched an innovative campaign to encourage dog owners to get a license for their pet.

The campaign, entitled "Dress your Dog in Style," uses humour to help educate dog owners on the importance of a license.

"The message is that a license is not just a fashion accessory," said Barbara Fellnermayr, manager of the City Pound. "The fact is, a license is good for your dog — it is the best form of ID if it gets lost — and is also good for other dogs. License fees go directly to the Pound to help us provide food and shelter to abandoned dogs, as well as education and pet adoption services."

Every year, more than 3,500 dogs go missing in Vancouver. About 95 per cent of lost dogs found wearing a license are returned to their owner, whereas 95 per cent of dogs lost without a tag never find their way back home.

Currently, only about 23 per cent of dogs in Vancouver wear a license, compared to 97 per cent of dogs in Calgary.

At a ceremony held at the Pound, Fellnermayr unveiled a new TV public service announcement, showing a number of pound dogs dressed up in fashionable clothing. As well, a poster was unveiled featuring the Pound’s mascot Quigley. The poster will be displayed in pet stores, veterinarian offices, animal daycare facilities, and pet grooming businesses.

A computer screen saver, highlighting some of the dressed-up dogs featured in the PSA, is available through the City’s Web site at www.city.vancouver.bc.ca/commsvcs/LICANDINSP/animalcontrol/screensaver.htm

"This is the first time we have undertaken such a campaign," noted Fellnermayr. "We sincerely hope that dog lovers everywhere will recognize the many benefits of getting a license for their dog."

In Vancouver, all dogs over three months of age must be licensed. Here are the fees for a dog license:
Before March 1
    male or female (not spayed or neutered) ................ $44
    neutered male or spayed female ..........................      $24
After March 1, it’s $10 more.

For more information:     Barbara Fellnermayr
                                             Animal Control Services
                                             251-1325

(c) 2000 City of Vancouver