This Dog Adoption Campaign Boosts Your Health and Wellness

In recognition of World Mental Health Day, Boundless, a creative agency recognised for its ground breaking campaigns, partnered with the National Council of Societies for the Prevention of Cruelty to Animals (NSPCA) to launch 'Adoptim.' This innovative campaign promoted responsible pet adoption by framing it as a unique health and wellness recommendation, encouraging people to consider the joy and enrichment pets bring to everyday life.

Led by Roanna Williams, chief creative officer of Boundless, and Stuart Walsh, head of strategy at Boundless, the 'Adoptim' initiative aimed to raise awareness about the transformative benefits of adopting pets. The campaign went beyond traditional adoption messaging by presenting adoption as a 'remedy' for enhancing well-being, emphasising the reciprocal bond between pets and their owners.

"'Adoptim' wasn't just about adopting a pet; it was about recognising the healing and happiness animals bring into our lives when we bring them home," said Roanna Williams. "By framing this as a health and wellness choice, we aimed to inspire people to think of adoption as a meaningful step towards a more fulfilling life."

With World Mental Health Day as the perfect backdrop, the campaign highlighted the connection between adopting pets and improving everyday life. The message was simple yet powerful: adopting a pet was not only a commitment to animal welfare but also brought individuals joy, companionship, and comfort.

Stuart explained, "Adopting a pet benefit both the animal and the human. Both experience greater well-being. What better reason to adopt?"

Jacques Peacock, communications manager for the NSPCA, added, "Through 'Adoptim,' we invited South Africans to consider the benefits of pet adoption as part of their overall well-being. When approached responsibly, adopting a pet brought immeasurable joy while ensuring that animals found the loving, forever homes they deserved."

The 'Adoptim' campaign officially launched on World Mental Health Day, combining uplifting content with practical guidance on adopting responsibly. With the message that pets could indeed be a part of a holistic approach to health, Boundless and the NSPCA worked to inspire lasting change in the way pet adoption was perceived and practiced in South Africa.