# Awareness-Raising Dog Food Take the Lead Informs Owners with Food for Their Pets By Jamie Danielle Munro | Published 2014-05-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/dog-food References: [packageinspiration](http://www.packageinspiration.com/take-the-lead.html/) & [cargocollective](http://cargocollective.com/samtarpey) To raise awareness about just how many dogs are responsible for biting people each year in the UK, Take the Lead and Sam Tarpey came up with dog food to educate. The packaging contains certain facts and statistics related to dog-related bites, and [tips for owners](https://www.trendhunter.com/trends/pet-ownership) to be more conscious. Another interesting feature of this package is the way it must be opened. To get to the dog food contents inside, people must tear away the picture of the pooch on the outside. Underneath this image is a quote that states "dangerous dogs can be taken away from you and put down," to really drive home the fact that if measures are not put in place, pets' lives are at risk. Hopefully this [clever campaign](https://www.trendhunter.com/trends/onepack-plan) will raise awareness in the UK. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 36% | Activity: 80% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Pets](https://www.trendhunter.com/pets) ## Key Themes ### Why This Trend Is Growing - **Awareness-raising Packaging:** This trend opens up opportunities for companies to use innovative packaging designs to deliver educational messages and raise awareness about important issues. - **Interactive Messaging:** Companies can leverage interactive elements in packaging to engage consumers and convey important information in a unique and memorable way. - **Cause-driven Marketing:** By aligning with social causes, brands can create campaigns that not only raise awareness but also show their commitment to making a positive impact. ### Industries Being Reshaped - **Pet Food Manufacturing:** Companies in the pet food manufacturing industry can adopt similar strategies to educate consumers about responsible pet ownership and promote dog bite prevention. - **Packaging Design:** The packaging design industry can explore new ways to incorporate educational messages and interactive elements into product packaging to serve as a platform for raising awareness. - **Marketing and Advertising:** Marketing and advertising professionals can take inspiration from this trend to develop cause-driven campaigns that not only promote products but also raise awareness about important social issues. ## Related on Trend Hunter - [Dog-Friendly Food Ads](https://www.trendhunter.com/trends/natural-balance-pet-food.md) - [Dog Food Topper Campaigns](https://www.trendhunter.com/trends/skip-the-sauce-challenge.md) - [Mission-Driven Dog Foods](https://www.trendhunter.com/trends/bark-in-the-belly.md) - [Awareness-Boosting Animal Balloons](https://www.trendhunter.com/trends/animal-balloon.md) - [Bread Bag Awareness Campaigns](https://www.trendhunter.com/trends/tellthewholestory-campaign.md) - [Digital Dog Shelter Campaigns](https://www.trendhunter.com/trends/rare-breed1.md) - [Pet Food Digital Campaigns](https://www.trendhunter.com/trends/purebites.md) - [Anti-Design Pet Food Packaging](https://www.trendhunter.com/trends/gentle-giants.md) - [Human-Grade Pet Food Campaigns](https://www.trendhunter.com/trends/the-honest-kitchen-debuts.md)