Twelve rescue dogs from Dogs 4 Rescue in Manchester have been given the chance to shine as top models in a new campaign for clothing brand Uskees. The campaign, which aims to change the perception of rescue dogs, features human models posing with their canine partners to showcase the dogs’ personalities and highlight the importance of adoption.
Founder of Dogs 4 Rescue, Emma Billington, expressed her mission to change the stigma surrounding rescue dogs. “We are always trying to change the perception of rescue dogs as many people still opt to pay thousands of pounds to a breeder when there are thousands of perfectly rehome-able and often young, healthy dogs available in rescues,” she said. “We thought this was a fun way to show people that our dogs are happy, healthy, well-mannered dogs who would make the ‘model’ pet.”
Wayne Fearnley, Brand Lead from Uskees, shared their motivation behind the partnership with Dogs 4 Rescue. “When we heard about Dogs 4 Rescue, and the amazing work they do, we wanted to help,” he said. “Our clothing brand is all about encouraging a stronger and longer lasting relationship between people and their garments, and so we thought it would be a great fit to help these dogs find their forever family to create that strong, lasting relationship with.”
The campaign, which features a dog show theme, challenges the stereotypes of what a “best in breed” or “best in show” should look like. The message behind it is that rescue dogs are every bit as worthy of these titles as a pedigree show winner, and that there is a perfect rescue dog for everyone regardless of their circumstances or lifestyle.
One of the models, Bonny, a 3-year-old Spitz cross, was left abandoned in a house and taken to a council pound. She has since regained her confidence at the rescue and was the perfect princess during the shoot, exuding grace and poise. Bonny would thrive in a quieter home environment.
Another model, Peppa, a 7-year-old Staffordshire bull terrier, came into Dogs 4 Rescue’s care after her owner passed away. Described as a “real diamond of a dog,” Peppa is incredibly loving and sees herself as a lap dog. She loves everyone she meets and is looking for a forever family to give her heart to.
According to Emma Billington, there are currently almost 50 dogs available for rehoming at Dogs 4 Rescue. She explains the reasons behind the high number of dogs in need of a new home, saying, “It’s a perfect storm. In 2020 when we went into lockdown, lots of people were working from home and so they got a puppy. Unfortunately, for many people, this wasn’t a permanent situation and when they went back to the office, they found they couldn’t meet the dog’s needs.”
Billington goes on to explain that the cost-of-living crisis has also played a role in the high number of dogs in need of a new home. “So many people struggled with the costs of food and veterinary care and so the numbers of surrendered and abandoned dogs surged again to the record levels we have now,” she says. “Rescues everywhere are full. Local authority pounds are full. Euthanasia of young, healthy family pets is on the rise.”
Billington urges people to consider adoption as the first option when looking for a new pet, as there are many wonderful, loving rescue dogs waiting for a forever home. Dogs 4 Rescue even offers a full one month trial before finalizing the adoption to ensure the best fit for both the dog and the new owner.
The campaign has been distributed by Pressat, a UK-based news distribution platform, and aims to raise awareness for the work that Dogs 4 Rescue is doing to help rescue dogs in need. About the partnership with Uskees, Billington says, “We are incredibly grateful for the support of Uskees and their help in spreading the message that rescue dogs are worthy of love and a forever home.”
Uskees is a UK brand that specializes in joyful riffs on classic fashion. Their long-lasting, considered designs are meant to encourage a stronger and longer lasting relationship between people and their garments. They also offer a free repair service and buyback scheme for their members.
The campaign hopes to inspire more people to consider adoption when looking for a new pet and to change the perception of rescue dogs. With the help of Dogs 4 Rescue and Uskees, these twelve lucky dogs have found their moment in the spotlight and are hoping to find their forever homes.