PORTFOLIO
PHOEBE SPRINGETT
CAMPAIGN - ESS 2025
AMBASSADOGS
A fully branded, cause-led, multi-channel campaign created from scratch to celebrate emergency service dogs and drive real attendance growth at The Emergency Services Show.
Every hero needs a sidekick
3x
25%
12
engagement rate vs average
increase in dog handler attendance
dogs & handlers at the meet
THE BRIEF
AN UNTAPPED SECTOR
The Emergency Services Show is the UK's leading event for blue light professionals, but emergency service dogs had never been properly spotlighted as a sector in their own right. The brief was simple: increase engagement and drive attendance, especially from dog handlers.
The insight was that this audience already cared deeply about their dogs. What they needed was a campaign that spoke directly to that bond and used it as the entry point to the show.
"Dogs are an untapped sector and an emotional hook that no one had fully activated. I saw a way to build something entirely new around them."
OBJECTIVES
Increase event attendance and engagement from the dog handler community; build awareness through a new sector angle; drive social engagement and emotional connection.
TIMELINE
2 months from concept to on-the-ground event activation.
MY ROLE
Campaign lead. Responsible for the microbrand, all content, social strategy, email, partnership management, and on-site coordination
THE CAUSE
PENSIONS FOR POLICE DOGS
This wasn't just a campaign about cute dogs. At its heart, Ambassadogs told a story that needed to be told. Retired police and emergency service dogs often come with significant health issues from years in the field, injuries, conditions, and the accumulated toll of high-demand work.
Rehoming them is difficult. Most people can't absorb the financial risk of a dog with complex veterinary needs. The result: dogs who have given years of service to the public struggle to find loving retirement homes.
The campaign actively amplified the Thin Blue Paw Foundation's campaign for police dog pensions, giving a national platform to a cause that deserved one, and connecting it to an audience of emergency service professionals who could advocate for change. Partner Kieran Stanbridge, Chairman of Thin Blue Paw, hosted the Day 2 meet-up and shared Izzy's story: a retired explosives detection dog whose veterinary costs were only manageable thanks to charity support.
THE MICROBRAND
Built From Scratch
I created the entire Ambassadogs identity, logo, badge design, name, visual system, and tone of voice, from the ground up in two months alongside the full campaign. The 'Paws on Patrol' badge gave dogs an official status: a piece of visual identity they could wear to the show.
Designed the circular badge logo with ESS branding integration
Created the 'Paws on Patrol' campaign name and strapline
Developed a consistent visual language across social, email, and event materials
Designed a campaign landing page within the ESS website
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CAMPAIGN EXECUTION
FOUR CHANNELS. ONE STORY.
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10 campaign posts over 2 months
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Ambassadog meet profiles and handler stories
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Thin Blue Paw cause content
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Event promotion and countdowns
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12.3% engagement rate (vs 4% average)
VIDEO
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2 campaign videos produced
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Published on TikTok and LinkedIn
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Behind-the-scenes and meet-the-dogs format
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Drove organic reach beyond existing audience
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4-email sequence to dog handler segment
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Teaser, meet-the-dogs, event invite, and follow-up
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Personalised tone targeting handlers directly
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Drove registrations from the handler community
EVENT
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12 Ambassadogs at the Community Hub
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Day 1 hosted by Garry Bottrill, Service Dogs UK
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Day 2 hosted by Kieran Stanbridge, Thin Blue Paw
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Sabre Pet Food goodie bags for all attendees
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Photo moments and social sharing activation
CONTENT IN THE WILD
THE POSTS
A selection of LinkedIn posts from the campaign, each crafted to tell a different part of the story, from cause-led storytelling to event day activation.
ON THE GROUND
THE EVENT
Eight dogs and their handlers brought the campaign to life on the show floor. From fire investigation spaniels to emotional support dogs to police German Shepherds, every dog had a story, and every story was a content opportunity.
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PARTNERSHIPS
BUILT WITH THE RIGHT PEOPLE
I managed all partnerships end-to-end, from outreach and briefing through to on-site coordination.
Thin Blue Paw
CHARITY PARTNER
A UK charity supporting serving and retired police dogs. Their Chairman Kieran Stanbridge hosted Day 2 of the meet-up, shared Izzy's story, and championed the #PensionsForPoliceDogs cause, giving the campaign its most powerful and shareable content moment.
Sabre Pet Food
CAMPAIGN SPONSOR
Sabre Pet Food came on board as the official sponsor, providing goodie bags for every dog at the event and exclusive treats and discounts for attendees. Their involvement gave the campaign commercial backing and a tangible reward for dog handlers who attended.