Campaign will include a PSA, activations and more to bring awareness to the organization.
Nickelodeon has partnered with Canine Companions for Independence, a non-profit organization that enhances the lives of people with disabilities with assistance dogs, for a multi-platform cause marketing campaign featuring the preschool series “Paw Patrol.”
The initiative will include a Public Service Announcement featuring characters from the series alongside the non-profit organization’s dogs.
The partnership will also feature activations at Canine Companions events including DogFest San Diego and DogFest Orlando, as well as select stops on the “Paw Patrol Live!: Race to the Rescue” tour from Nickelodeon and VStar Entertainment.
Beginning January 2017, Canine Companions will also give away branded coloring books to anyone who makes a donation to the organization.
"I've had the opportunity to see firsthand how the incredible Canine Companions assistance dogs can change lives and we are honored to be able to help raise awareness for this extraordinary organization," says Pam Kaufman, global chief marketing officer and president, consumer products, Nickelodeon. "The dogs of Canine Companions truly embody ‘Paw Patrol's’ motto, ‘no job is too big, no pup is too small,' which makes our partnership organic and perfectly matched."
The new PSA is now live on Nickelodeon, NickJr.com, the “Nick Jr.” app and CCI.org.
"Thanks to ‘Paw Patrol’ for introducing children and their families to the concept of working dogs in a very accessible way," says Paul Mundell, chief executive officer, Canine Companions. "Partnering with Nickelodeon and ‘Paw Patrol’ is an exciting venture for Canine Companions, bringing real assistance dogs into homes across the country. ‘Paw Patrol’ characters are helping bring awareness around the life-changing work of Canine Companions for Independence to all ages in a fun and informative way. It's a great fit and a wonderful opportunity."