Case Study: Beagle Freedom Project

Duration: August 2023 – Project Based

In partnership with Eden Green PR (https://edengreenpr.com/)

Website: https://bfp.org/


Case Study:

Appointed to lead PR for the rescue of seven beagles from a Spanish animal testing lab, rehomed in the UK.


Background:

The Beagle Freedom Project UK is a nonprofit dedicated to ending animal testing and rehoming animals used in labs. The campaign aimed to highlight the emotional journey of these rescued animals.


PR Strategy & Execution:

Captured human-interest storytelling through video and photography.

Managed UK/US charity communications and coordinated media with another PR firm.

Delivered interviews with rescue team and foster carers.


Campaign Objectives:


Behavioural Change – Raise awareness of animal testing practices.

Empower Consumers – Promote cruelty-free product choices.

Sustained Engagement – Spark broader conversations and media interest.


Results:

115+ media features including BBC, ITV, Evening Standard, and Metro.

Viral coverage led to interviews with The One Show and Morning Live.

10,000+ social media engagements in 48 hours.


Coverage Examples:

ITV News (https://www.itv.com/news/meridian/2023-08-22/dogs-released-from-cruel-testing-lab-to-experience-first-freedom-in-12-years)

The Independent (https://www.independent.co.uk/news/uk/kent-olivia-rescue-b2398143.html)

Newsweek (https://www.newsweek.com/beagle-used-animal-testing-since-puppyhood-finally-experiences-freedom-1988076)

BBC News (https://www.bbc.co.uk/news/articles/cj79ndx98xyo)

Evening Standard (https://www.standard.co.uk/news/uk/kent-ashford-olivia-freddie-european-b1102533.html)