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2025 PROACTIVE IDEA
Adopt Like An Egyptian
BACKGROUND
Adopted dogs demand the same respect as others. - only 1 in 5 pet dogs are adopted rather than bought. As a society we’ve regressed in comparison to Ancient Egyptian times when all dogs were ranked of a high-status and even perceived as god-like.
IDEA
'Adopt Like An Egyptian' is a Pharaohs-led initiative urging the public to choose adopted dogs.
ACTIVATION
Pharaohs will return, as statues, alongside their adopted dogs at the British Museum. This time-traveling activation highlights the role of dogs in Ancient Egyptian culture while drawing attention to the importance of adoption today. In partnership with Pedigree, the statues will feature real dogs currently in need of homes. Informative signs will guide visitors to online profiles for each dog and explain how they can support Pedigree’s mission.

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