The ‘Be As Awesome As Your Dog Thinks You Are’ campaign was created as a strategic output for the Cassowary Coast Regional Councils’ animal management plan in partnership with BSL SAVI. The communications strategy focused on giving dog owners digestible, bite sized information about how to best care for their four-legged friends, through the promotion of the Good Dog Owners Guide. The campaign deliverables included the guide, a series of press and digital ads, 30-60 second radio segments, social media content and various merchandise. We provided research and development of the comprehensive communication strategy for the campaign and guide as well as the design, implementation and evaluation of the campaign roll-out. We engaged with a variety of stakeholders to develop and amplify the key messaging and identify relevant channels and touchpoints to effectively reach a wider audience.