To celebrate the 30th anniversary of the Dogs Trust slogan “A dog is for life not just for Christmas®” the charity has commissioned new research which looks at the success of the slogan and how our relationship with dogs has changed since 1978.

The slogan was the brainchild of Dogs Trust’s CEO Clarissa Baldwin and was developed to reduce the large numbers of dogs given as Christmas gifts each December only to be abandoned later the next year. Not only is the slogan one of the most recognisable strap lines in the UK – but its message has been heeded. In 1978 20% of dogs were given as gifts whereas in 2008 this figure was just 1.8%.

Although the figure has dropped significantly – it means that almost 131,400 dogs  are still given as gifts. Dogs Trust is using its anniversary to highlight the continued relevance of its slogan. With the recent opening of a ‘puppy superstore’ in Leeds, the charity is concerned that it will see an influx of unwanted dogs in 2009 from people who make an impulse purchase at the superstore in the run up to Christmas.

Clarissa Baldwin, Chief Executive Dogs Trust explains:

“I am delighted that the ‘dog is for life’ slogan has made such an impact and has helped save thousands of dogs from unsuitable homes. I would like to think that some day our slogan will become redundant, but with the existing problems of puppy farms and puppy superstores, it is just as relevant today as it was in 1978. Our anniversary offers the perfect opportunity to remind people that dogs are not fashion accessories or disposable items that can be upgraded or discarded after a few months.”
Over the past 30 years the Dogs Trust slogan has given rise to many parodies and copycat slogans including:

• “Fathers are for life, not just for conception” (Fathers 4 Justice, 2008)
• “A Rabbit is for life, not just for Christmas” (Ann Summers, 2005)
• “A brussel sprout is for life, not just for Christmas (The British Sprout Assoc, 2004)
• “A dog is for life, not just for the White House” (BBC News, Nov 2008)
• “Tax cuts are for life, not just for Christmas” (David Cameron, Nov 2008)

Rory Sutherland, Vice-Chairman Ogilvy Group UK, explains the slogan’s enduring success: “Today the art of the sloganeer has fallen a little out of fashion but there still remain a few examples of the writer's craft that will never fall from grace for they remain a timeless encapsulation of a organisation's philosophy and purpose in a single aphorism. The Dogs Trust slogan is a classic example and belongs in the all-time top ten.”

New research commissioned by Dogs Trust shows that our pooches have never had it so good and are far more indulged than their 1978 predecessors. A comparison table is included below, but key findings include:

• 53% of dog owners felt that their dog understood them better than their partner
• 23% of dogs sleep in their owners beds
• Over a third of dog owners spend up to £500 a year on treats, presents and ‘designer’ clothes for their dog
• An estimated 481,800 dogs in the UK are overweight 
• Walking a dog is one of the best ways of making friends and meeting a new partner. 50% of respondents have met a partner or initiated a friendship through dog walking or a dog-related activity.
• We’re now giving popular children’s’ names to our dogs. Top names in 2008 include: Charlie, Jack, Mollie/Molly, Ruby and Max.
• 18% of dogs now have their own passports

Notes to editor:

• The slogan is a registered trademark belonging to the charity so any aspiring ‘sloganeers’ wishing to use it, must obtain prior written permission from Dogs Trust.

• Research was undertaken by Smart Survey® in summer 2008 and covered a nationally representative sample of 4,946 dog-owning adults (aged 16 and over) across the UK.