Crai joins forces with Fondazione Cave Canem Ets to support dogs looking for a family

On the occasion of World Dog Day which is celebrated today, Crai has launched a project together with Fondazione Cave Canem Ets to raise awareness of responsible adoption and support dogs that are victims of abandonment and abuse.

The aim is to turn closeness to people into a concrete opportunity to also support the most vulnerable animals, putting the reach and strength of the Crai network at the service of a cause involving local areas and communities.

The face of the campaign

Giving the initiative a face – and a little muzzle – will be Mollica, the dog adopted at a distance by Crai, who is thus becoming part of the Group’s family and community. She will be the star of the campaign in stores and on the brand’s digital channels accompanying Crai as it tells the story of the project and becoming a symbol of all those dogs still waiting for a second chance. Her story will be the starting point for raising awareness of distance adoption and, above all, for shining a spotlight on the many animals still looking for a family.

The Foundation

The project stems from collaboration with Fondazione Cave Canem Ets, a leading organisation at national level in animal protection and the fight against abandonment and abuse, active through a network of initiatives and partnerships involving kennels, associations, professionals, institutions and police forces in several Italian regions. Founded in 2019, the Foundation has developed an intervention model combining behavioural rehabilitation, training and the promotion of informed adoptions, with particular attention to animals from the most vulnerable and complex situations.

The commitment of the Crai network

The project will also be further strengthened by Crai distribution centres, which will sponsor other Foundation dogs from a distance, multiplying opportunities for care and support for the most vulnerable animals across the country.

Dedicated materials will be available in stores, enabling customers to learn more about the project and discover how they can make a practical contribution. Those who wish to welcome a dog can embark on a responsible adoption journey, supported by dog trainers and volunteers; those who cannot adopt can instead choose distance sponsorship, contributing to the animal’s care and rehabilitation while receiving updates on its story.

An omnichannel campaign

The campaign will take place in Crai stores, on the brand’s social media channels and through a dedicated landing page , with content and further information designed to engage the public beyond World Dog Day and maintain attention on responsible adoption over time.

With this initiative, Crai is therefore choosing to put one of its most important values, closeness, at the service of a commitment that starts with local areas and communities. Because being close also means noticing those who are waiting for a second chance.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.