In a nutshell

We asked Britain, where is the best City to be a dog?

The B.A.R.K Index

As our furry office companion Mango (pictured) knows, dogs are no longer just the family pet, they are a child (often the first born!), or brother or sister to their human siblings – a bona fide part of the family. With this change in culture, our cities are changing around us to become more dog-friendly.

Paws, pet wellbeing experts and online retailer of dog food, wanted to connect to their dog loving target audience, so we used this insight to bring to life how important their dog’s lifestyle is to modern pet parents.

As a part of Paws’ launch campaign, we created the first ever dog liveability index, called the B.A.R.K. (Best Areas of Residence for K9s) Index, which assessed the nation’s 25 biggest cities according to the factors that have the greatest impact on a dog’s life. Working with a futurologist, we graded each city on its quantity and quality of local parks, traffic congestion levels, pollution levels, number of dog friendly pubs, and number of doggie residents per capita.

With the results, we created a definitive top ten list of the best cities for dogs for media. Accompanying this was an interactive map on Paws.com, where pet parents could type in the name of their city and see how it ranked for each factor, as well as an infographic for social media.

The campaign achieved a spread of national coverage – from Mail on Sunday, ITV Online, and Express Online to Country Living – and resulted in a surge of visits to the Paws.com website.