# Dog Excrement Mail Reminders This Funny Dog Poop Campaign Will Remind Pet Owners to Be Responsible By Ian Andrew Panganiban | Published 2013-06-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dog-poop References: [adage](http://adage.com/article/creativity-pick-of-the-day/poop-scoop-spanish-town-courier-dog-s-mess/241955/) The town of Brunete in Madrid and ad agency McCann, created a funny way of limiting the amount of dog poop in the town's streets. Owning a dog means you’ll be held accountable for certain responsibilities with regards to your dog. The town of Brunete had a problem with dog owners leaving their dogs' poops on the streets of the town. With the help of 20 volunteers, the [irresponsible dog owners](https://www.trendhunter.com/trends/cesar-love-like-crazy) had their dogs' poop mailed to them via the town's 'Lost and Found Department.' The volunteers walked up to the dog owners and asked for the [dog's name and breed](https://www.trendhunter.com/trends/branded-dna-kit), which they used to find the address of the dog owner through the town’s pet documentation system. The dog poops were mailed to back to the owners, along with a [warning letter](https://www.trendhunter.com/trends/chewy-claus) telling the dog owners to be more responsible. The campaign resulted in 70% less dog poop on the town’s streets. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 63% | Activity: 85% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Accountability Reinforcement:** Using humorous methods to reinforce responsibilities and hold people accountable for their actions can be a disruptive innovation opportunity. - **Personalized Intervention:** Personalized interventions can be a disruptive innovation opportunity to correct behavior and promote responsibility. - **Community Involvement:** Involving the community in an intervention can be a disruptive innovation opportunity to promote accountability and responsibility. ### Who This Affects Most - **Pet Industry:** The pet industry could use disruptive innovation to address the problem of irresponsible pet ownership and promote responsible practices. - **Advertising Industry:** The advertising industry can use disruptive innovation to create humorous campaigns that promote responsibility and accountability in various areas. - **Municipal Government:** Municipal governments can use disruptive innovation to address community issues, such as irresponsible dog ownership, and engage the community in solutions. ## Related on Trend Hunter - [Pet-Finding Billboards](https://www.trendhunter.com/trends/scented-billboards.md) - [Creative Cancer Awareness Campaigns](https://www.trendhunter.com/trends/pick-up-your-poop.md) - [Pop-Up Pet Screenings](https://www.trendhunter.com/trends/lamph-posts.md) - [Pet-Equality Campaigns](https://www.trendhunter.com/trends/pet-ownership.md) - [Pet Waste Bag Cards](https://www.trendhunter.com/trends/fathers-day-poop-bag-cards.md) - [Playful Pet Accident Campaigns](https://www.trendhunter.com/trends/dont-worry-you-can-afford-it.md) - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md) - [Awareness-Boosting Animal Balloons](https://www.trendhunter.com/trends/animal-balloon.md) - [Functionally Focused Dog Campaigns](https://www.trendhunter.com/trends/inflatable-dogs.md)