Pedigree uses dogs to attack bias against Down syndrome kids

Latest iteration of 'Feed the Good' proves that young adults with Downs can make smart, dependable employees

In Russia, people with Down syndrome are largely considered unemployable. BBDOO Moscow and Pedigree, which has spent the past year rolling out different iterations of its ‘Feed the Good’campaign around the globe, worked with the charity Downside Up to reverse the stigma. The team found five young people with Down syndrome to work at the Hors dog hotel and a dog training center near Moscow for an experimental project called "pUp syndrome." The result is a five-minute documentary that shows the young adults gaining independence and self-confidence from working with dogs, and hopefully showing skeptics that they can make smart, dependable employees.


Portfolio Director, Dog Care MARS Petcare Russia
Senior Brand Manager Pedigree, Marketing MARS Petcare
Charitable fund
Development Director Irina Menshenina
Project Manager
Managing Director
Creative Director
Creative Group Head
Senior Copywriter
Digital Creative Group Head
Senior Digital Producer
TV Production Director - Boris Anisonyan
Senior Producer
Junior Producer
Music Producer
Director TV Production Studio - Kirill Kulygin
Senior TV studio manager
Group Account Director
Account Director
Account Supervisor
Creative production company
Executive producer
Line producer
Production designer
Producer assistant
Music composer
PR Agency Mint (BBDO Group)
Managing Director
Client Services Director
Senior Project Manager
Project Manager