Leading pet food brand Brit has launched an awareness campaign, “A Pet Is Not Just a Gift”, to highlight the risks of giving pets as Christmas or birthday presents without careful consideration. Running throughout October and November, the campaign seeks to spark conversation about responsible pet parenting through a mix of online activities and eye-catching installations in shopping centres across the country.
A growing problem after the holidays
Every year, animal shelters across the Czech Republic see a dramatic rise in the number of abandoned pets following the holiday season. Many of these are dogs, cats, or small animals that were given impulsively as gifts often without the recipients realizing that caring for a living being requires a long-term commitment of time, finances, and emotional energy. “A pet is not a toy, it’s a full-fledged member of the family,” says Elena Chadžieva, Global Brand Manager at Brit. “Our goal isn’t to discourage people from adopting pets, but to encourage them to make thoughtful, informed decisions and to understand the responsibility that comes with becoming a pet parent.”
How the campaign works
The centrepiece of the initiative consists of 3D-printed sculptures of a dog, a cat, and a rabbit, wrapped like gifts and carrying a clear message: “A pet is not just a gift. Choose responsibly.” These installations, displayed in various sizes across six shopping centres throughout the Czech Republic, also feature in the social media content of public figures participating in the campaign through unpaid collaborations.
More information is available on the campaign website: www.zvirenenijendarek.cz
Looking ahead
This year marks the launch of Brit’s long-term commitment to raising awareness around responsible pet parenting. The primary goal of this inaugural campaign is to start a conversation and build public awareness. In the coming years, Brit plans to expand the initiative to other markets and connect it with additional platforms, such as the “Mít tak pejska” project. “We believe this campaign will help people make better decisions when welcoming a pet into their family and ultimately reduce the number of unwanted and abandoned animals in shelters,” adds Chadžieva.
