Grayling launches paw-some campaign with MORE THAN

PSA: We all love dogs. And there’s no doubt they play an integral role in our lives. But for many families, they have been a real lifeline over the pandemic. Not only do they provide good company and structure, but they can also relieve stress and anxiety. Our client, MORE THAN insurance, recently partnered with charity, Dogs for Good, to help more people overcome challenges through dogs expertly trained to assist, enrich and improve the lives of families around the UK.

After an incredibly tough year, we wanted to shine a spotlight on those who have kept our spirits high, even the more unlikely contenders. Our latest campaign with MORE THAN and Dogs for Good revealed man’s best friend as the real unsung heroes of the pandemic.

The nationwide lockdown has caused mental health challenges for us all, not least for children. But what has a year of constant changes, isolation and interrupted learning meant for schoolchildren across the country? We got under the skin of parenting concerns by polling mums and dads to find out just how much the pandemic has taken its toll on their little ones.

And the results? Three in four parents fear the disruption has had a negative impact on their child’s mental wellbeing, with six in 10 already noticing the impact on their child’s ability to learn and read at home.

This is where our canine friends come to the rescue! Dogs for Good’s amazing assistance and community dogs can really improve children’s confidence, wellbeing and ability to learn and read at home. Around half (49 per cent) of parents told us they have noticed their kids find it harder to focus when reading so we wanted to highlight that there’s a four-legged solution.

Teaming up with well-known presenter and DJ, Jo Whiley, we wanted to bring the joy and comfort dogs provide families to life. At Dogs for Good’s beautiful site in Banbury and with the help of Fleck, one of their adorable expertly trained community dogs, we created a heart-warming read-along session of Dr Dolittle, for families and kids to enjoy at home.

It might not surprise anyone that time spent with a dog improves your mood, but for Mental Health Awareness Week this year, we got people talking about how they are also the ulti-mutt reading partner. On launch day, we generated awareness for the partnership and the value dogs can bring, while championing our pets across national media and social channels. With lots of positive support and shared experiences in response to our social content, it’s safe to say the campaign was getting a lot of puppy love.


With a newfound appreciation for dogs amongst families and children across the country, don’t forget that even in the most challenging times, we can all get by with a little help from our furry friends. Why not try reading your favourite book alongside your dog?

Want to find out more about this campaign? Contact Molly Woodward for more details or watch the full video on the MORE THAN website.