BRIEF:
YuMOVE exists to help dogs live better, healthier lives for longer. Looking for ways to bring that purpose to life beyond its products, we uncovered a cultural truth: when the clocks go back and evenings get darker, many women walk their dogs less due to safety concerns, meaning dogs get less exercise during winter months.
SOLUTION:
From this insight, Nightwalkies was born. In partnership with safety app WalkSafe and fronted by CEO Fiona Hope, we launched a grassroots movement encouraging women to walk together after dark. Turning individual concern into collective action, the campaign helped women feel safer while ensuring dogs continued to get the exercise they need.
RESULTS:
With 10 pieces of meaningful coverage, including four tier-one nationals, YuMOVE moved beyond functional pet health messaging and reinforced its role as a brand rooted in real-world care.
