Mars Canada begins Dollars for Dogs campaign
By Adnews Staff
Mars Canada has begun a fundraising promotion called "Dollars for Dogs" in the name of its Pedigree brand of pet food. During the national initiative, which will run until Aug. 31, Canadians can use a mobile phone to donate one dollar to the program by sending a text message. The funds will go to a number of Canadian dog shelters to cover veterinary care, vaccinations, food and adoption awareness programs. "Each year in Canada, tens of thousands of unwanted dogs end up in shelters because there aren't enough homes," said Kevin Lake, marketing director for Pedigree. "This is a great way for all Canadians to get involved and contribute. Through the campaign, even if you can't adopt a shelter dog, you can help make a difference in a dog's life." The campaign is being conducted in association with Magnet Mobile Media, CTV Digital Media and 10 mobile phone companies.