The Pedigree Adoption Drive(TM) Campaign Launches Mobile Program to Raise "Dollars for Dogs"

    Help us help dogs(TM). Make a $1.00 donation from your mobile phone by
    texting HELP DOGS to 707-707

    TORONTO, July 2 /CNW/ - From now through August 31, 2008, animal lovers
across Canada will have a unique opportunity to make a difference in a dog's
life by making a donation of $1.00 using their mobile phones, courtesy of the
Pedigree Adoption Drive(TM) Campaign, CTV Digital Media and major mobile phone
companies across Canada.
    "Dollars for Dogs" is a unique program that allows customers of
participating wireless carriers to send a text message and make a $1.00
donation to support dog shelters across the country. For the first time ever
in Canada, all participating mobility companies have agreed to ensure that 100
per cent of the proceeds generated are donated to the participating partner
shelters, who are registered charities to support the Canada wide Pedigree
Adoption Drive(TM) campaign.
    The goal of the "Dollars for Dogs" campaign is to raise a significant
amount of money to go towards helping dogs living in shelters. Funds will be
used to cover vet care, vaccinations, food, and adoption awareness programs.
    "Each year in Canada, tens of thousands of unwanted dogs end up in
shelters because there aren't enough homes," says Kevin Lake, Marketing
Director for the Pedigree(R) brand. "This is a great way for all Canadians to
get involved and contribute. Through the "Dollars for Dogs" campaign, even if
you can't adopt a shelter dog, you can help make a difference in a dog's
    To participate in "Dollars for Dogs" consumers can text the word HELP
DOGS to 707-707. A $1.00 donation will appear on the consumers' monthly
wireless statement.
    The mobile network operators participating in "Dollars for Dogs" program

    -   Aliant Mobility
    -   Bell Mobility
    -   Fido
    -   MTS Mobility
    -   NorthernTel Mobility
    -   Rogers Wireless
    -   SaskTel Mobility
    -   Télébec Mobilité
    -   TELUS Mobility
    -   Virgin Mobile Canada

    Technology and co-ordination of the Dollars For Dogs campaign has been
made possible by Magnet Mobile Media in co-operation with CTV.

    About the Pedigree(R) brand

    Pedigree(R) is the number one brand of dog food in the world offering a
wide variety of products for different dog life stages. As an innovative
market leader, the makers of Pedigree(R) are at the forefront of dog nutrition
and understand dog owner needs by providing a range of innovative products and
resources. Pedigree(R) products are available at grocery, pet specialty and
mass merchandise outlets. For more information, visit

    (R)/TM Trademarks. (C) Mars Canada Inc., 2008. All rights reserved.

For further information:

For further information: Media contact: Laura Cropper, GCI Group, (416)
486-7223,; Ashley Curran, GCI Group, (416) 486-5923,

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