Guernsey Post Dog Bites Campaign

Protecting Posties and Pets with Guernsey Post.

Helping Guernsey Post deliver an important message to every household on the island.

Brief

Dog bites and near misses had become an increasing concern for Guernsey Post, with posties experiencing around two bites and four near misses every month.

The challenge was to raise awareness, while encouraging dog owners to make small changes that would help keep both postal workers and pets safe.

The campaign needed to educate without placing blame, striking the right balance between authority, empathy and practicality.

Approach

We developed a clear, friendly campaign centred around the message: protecting posties, means protecting pets.

The creative needed to resonate with every household, using approachable language, bold visuals and practical advice that owners could easily put into action. It combined bright, accessible design with clear messaging to encourage positive behaviour rather than fear.

The leaflet provided practical advice on topics including safe places for deliveries, securing dogs before answering the door, letterbox safety and garden access, helping owners understand how a few simple steps could significantly reduce risk for everyone involved.

Delivery

To maximise reach and reinforce the message across multiple touchpoints, we delivered an integrated campaign including:

• Direct mail creative, delivered to every household in Guernsey
• Campaign video for social media
• Radio advertising

Outcome

The combination of direct mail, video, radio and social media meant the campaign reached households across the island through multiple channels, delivering a consistent message to encourage safer deliveries while helping protect both Guernsey Post employees and the pets they encounter every day.

It demonstrates how thoughtful creative communications can help change behaviour, support public safety and strengthen community understanding.