Protecting Remote Pets, AMRRIC

Pet owners in remote communities love their fur friends. Although sometimes they don’t have access to affordable veterinary treatment for their loved ones. We needed to raise awareness of the work AMRRIC does across Australia to protect pets in remote and indigenous communities.

Australians in remote communities have a deep connection to their land, their communities and their pets. To illustrate how AMRRIC helps companion animals in rural and remote communities, we transformed a golden dog into an iconic image of Uluru. The image was a patriotic reminder that every Australian cares for their beloved pets.

Our ‘Uluru Dog’ campaign exceeded expectations. The campaign increased traffic to AMRRIC’s website by 200% which resulted in a significant increase in donations. The campaign also helped secure a $4m grant from the Northern Territory government.