Assistance Dogs (ADs) are highly trained working animals that perform specific disability-related tasks to support their handlers. Yet, misconceptions – such as the belief that ADs are aggressive or behave the same as pets – continue to shape public attitudes and behaviour toward them.
The Pawfessionals is a four-month integrated public awareness campaign that seeks to address these misconceptions and promote respectful interactions with AD teams. Blending education with entertainment, the campaign follows Bark, a fictional guide dog influencer (“dogfluencer“) persona brought to life by an actual guide dog, using his platform to highlight the rigorous training, vital roles, and professionalism of ADs. Starting with guide dogs as a familiar entry point, the campaign lays the groundwork for greater acceptance of all types of ADs in Singapore.
Social Media Content
We developed multiple short-form video series from Bark’s POV, using various approaches to make AD education more engaging and accessible. The videos showcased guide dog training, introduced the different types of ADs, and challenged the perception that ADs are the same as pets. Together, these videos reinforced our key message that ADs are highly trained professionals.
The Pawfessional Training Academy
The Pawfessional Training Academy series follows Bark on his journey from trainee to certified guide dog. Each video showcases a specific task that guide dogs perform for their handlers in a lighthearted way, giving audiences a glimpse into what their rigorous training looks like.
Pet vs Assistance Dog
Rather than simply stating that ADs have better focus or impulse control, we placed Bark and a pet dog in the same situation, visually highlighting the distinction between pets and ADs.
Training Spotlight
To broaden understanding beyond guide dogs, we featured hearing, mobility, and autism ADs in our Training Spotlight series. In these videos, Bark watches and reacts to content from overseas AD accounts (used with their permission), raising awareness of lesser-known AD types while staying true to his dogfluencer persona.
Posters
With the support of 4 town councils, SBS Transit, 313@Somerset, Paya Lebar Quarter, and Lola’s Cafe, we placed educational posters across 120+ high-traffic locations in Singapore. The posters built awareness of ADs while providing guidance on the appropriate interactions when encountering AD teams in public.
Bark’s Focus Challenge
In partnership with pet food brand Royal Canin, we launched Bark’s Focus Challenge on social media, inviting pet owners to test whether their pets could maintain focus for 30-60 seconds while facing distractions. The challenge extended our pet-vs-AD comparison beyond owned content, reaching audiences who may not actively seek out information on ADs but may be drawn to pet content.
The Reveal
The campaign wrapped up by revealing the actual guide dog team behind Bark, highlighting the real-world impact of ADs and the significant role they play in improving their handler’s quality of life.
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