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Blind Ambition
A guide dog goes the distance for her human hiking partner.
A selfie taken while hiking Vermont’s Long Trail, the oldest long-distance trail in the U.S.

For most dogs, a hike in the mountains is an enjoyable way to spend an afternoon. But for Tennille, a five-year-old black Labrador from North Carolina, it’s just another day at the office. While other dogs sniff the underbrush and splash through creeks, Tennille is hard at work keeping her owner on the trail, alerting him to obstacles and watching for dangerous wildlife.

If it sounds like Tennille’s hikes are no ordinary walks in the park, it’s because she’s a guide dog and her owner is a professional long-distance hiker who also happens to be blind.

Tennille’s story begins not on a trail in the mountains, but in the California home of Tasha Laubly, a volunteer puppy raiser. Laubly socialized Tennille, taught her basic manners and then, like many a proud parent before her, selflessly sent her baby off to school. That “school” was Guide Dogs for the Blind, and it was there that Tennille would meet Trevor Thomas and the course of her life would change forever.

In 2005, Thomas, a recent law school graduate and self-proclaimed adrenaline junkie, received the devastating news that a rare and incurable autoimmune condition was taking his sight. Eight months after that diagnosis, his vision had diminished to nothing.

To reclaim his independence, Thomas began long-distance hiking. Just 18 months after losing his vision, he became the first blind person to complete a solo thru-hike of the 2,190-mile-long Appalachian Trail, which runs from Georgia to Maine. And that was just the beginning.

Thomas began hiking trails all over the country and found that, while he could navigate the well-traveled Appalachian Trail by himself, if he wanted to take on more remote areas, having a partner was vital. When Thomas’s human hiking partner pulled out of a big hike at the last minute, he decided it was time to get a guide dog.

The search for the right dog and an organization that would work with him was arduous. While dogs have long been used to help the visually impaired regain their independence, training one for the trail was unheard of. When Thomas explained that he wanted a dog he could take on long, solo expeditions in the backcountry, most guide-dog schools balked. They were concerned that a guide dog would not be able to handle the sport’s mental and physical demands.

Then, he put in a call to Guide Dogs for the Blind in San Rafael, Calif., and found an organization that was willing to give him and his crazy idea a chance. When the trainers introduced Thomas to high-energy and exceptionally smart Tennille, the bond was instant, which was a good thing. Tennille was the only dog they had who might be able to meet the mental and physical demands of long-distance hiking.

Training a guide dog for backcountry work was unprecedented. There were questions about how she would physically handle the rigors of the trail, whether she could adapt to the unique demands of backcountry work and how she would transition between days on the trail and life in town. When it came to taking a guide dog into the backcountry, it seemed like there were more questions than answers. But Thomas, Tennille and her trainers were willing to give it a shot.

To be Thomas’s eyes on the trail, Tennille not only needed to master all of the skills required of guide dogs in the city but also, had to learn about life in the wild. She was trained to watch for low-hanging branches (she knows how tall Thomas is) and alert him to tripping hazards. If she decides that a situation is too dangerous, she will refuse to move forward. The Lab has also been trained to handle encounters with everything from rattlesnakes to moose, and knows how to look for trail signs and other landmarks.

“I’m the luckiest person around,” Thomas muses when talking about Tennille. “In a world of extraordinary animals, she is exceptional. She is a genius.”

In the three years since they became a team, Thomas and Tennille have covered more than 6,000 miles together, tackling trails all over the United States. With Tennille’s help, Thomas has completed solo hikes on remote, unpopulated trails that were out of his reach before she came along. Having a guide dog has been a game-changer for Thomas, who says that many hikers he meets on the trail don’t realize that he’s blind.

A day on the trail for Thomas and Tennille typically involves covering 13 to 18 miles of rocky and uneven ground. The distance alone is a lot for any dog, but Tennille is also working. She knows that once her backpack (which takes the place of a traditional guide-dog harness) goes on, it’s time to do her job.

As you may expect, this is no spur-of-the-moment operation. Long before Thomas and Tennille set foot on the trail, their hikes have been planned down to the last detail. In the months leading up to a hike, a set of detailed daily instructions is painstakingly created. Thomas uses these notes to tell him things like how far it is between trail junctions and which direction he is supposed to go.

Then, he employs a combination of bat-like echolocation and meticulous tracking of time, speed and cadence to get close to where he needs to be. Tennille takes it from there. She knows how to look for signs and other trail markers that will keep them headed in the right direction.

Thomas is quick to say that, while he holds the leash, Tennille is the boss. In the time they have been hiking together, Tennille has learned what is important, and when she alerts him to danger, he listens. It’s this unwavering trust in one another that has allowed them to take on some of the longest and hardest trails in the country.

In the summer of 2015, Thomas and Tennille conquered one of their toughest challenges yet when they completed a thru-hike of the 600-mile-long Colorado Trail. Traversing some of the tallest mountains in the United States, the two successfully navigated the rugged route that runs between Denver and Durango, summiting 14,440-foot Mt. Elbert along the way. While Tennille excels in the cool Rocky Mountain climate, there was some concern about how she would handle Colorado’s high altitude. But, as with everything else in her life, she was unfazed.

“Ice water runs through her veins,” Thomas replies when asked how his companion is able to handle the demands of long days and tough conditions. He has yet to find a situation that she can’t manage.

As the years and miles have gone by, Tennille’s body has become accustomed to the demands of her job. While many dogs’ pads become sore during long hikes in the backcountry, Tennille’s are as tough as leather. Thomas always carries booties for her, but unless the ground is very hot, she rarely needs them.

Thomas says that getting Tennille was the best decision he’s made since losing his vision. Not only has she greatly expanded the possibilities of what he can do, but also, she has changed how others see him. She’s a powerful icebreaker when it comes to interacting with people both on and off the trail. Thomas believes that Tennille’s friendly face and wagging tail have allowed him to form deeper connections with those he meets who may not know how to engage with a blind person. These connections have been an unexpected benefit of having Tennille along.

When asked what’s up next for the duo, Thomas rattles off a long list of goals. He is constantly on the hunt for new places and different environments in which to challenge himself and Tennille. In the coming years, he hopes to return to the Appalachian Trail, this time with Tennille by his side, and dreams of doing the Grand Canyon Rim-to-Rim-to-Rim hike. The canyon’s high-desert environment would present a different kind of challenge from the mountains they are used to, but Thomas feels that Tennille will be up to the job.

Thomas’s courage and tenacity are making him somewhat of a celebrity in the hiking world, but he’s quick to point out that it is his dog who should be getting the attention. “I just hold the leash,” he says. “I’d be happy to be known as the guy who’s with Tennille.”

Dog's Life: Lifestyle
Seven Summer Tips for You and Your Dog.
Seven ways to carpe the summer diem.

Sure, you could sit around inside with your dog, sweating and complaining about the heat. But why do that when there are so many ways to take advantage of the season’s longer days and warmer weather?

  • Make your dog a warm-weather flop spot. Look for a shady area in your yard, dig a shallow pit sized to fit your pup, line it with a thin layer of concrete and before the concrete dries, poke holes in it for drainage. Once the concrete has set, fill the pit with playground sand, dampen it and let the fun begin.

  • Plan a toxin-free and dog-friendly landscape. No snail bait, no cocoa mulch, no lethal plants (check out the ASPCA site for a list of ones to avoid), no chemical fertilizers, no fungicides, no herbicides, no pesticides. Ideal landscaping/hardscaping material doesn’t get too hot, is easy on the paws and— in a perfect world—doesn’t track into the house on fuzzy feet; pea gravel and pavers fill the bill.

  • Have some good, wet fun—summer’s prime time for water play. A caveat, however: keep an eye on your dog for signs of hyponatremia, aka water intoxication, which can come on fast and is life-threatening. Bone up on the symptoms and make sure your dog takes breaks.

  • Experiment with a new way to cruise. Rent a dog-friendly camper trailer or houseboat and see the world from a whole new perspective. Some camper rental companies will handle delivery, setup and hauling away; do an online search for a company in your preferred vacation spot. For on-the-water accommodations, check out Houseboating.org.

  • Take in a drive-in. Remember the al fresco movie experience of yesteryear? Some communities revive this lovely summer tradition, and some even allow you to skip the car and loll on a blanket under the stars. Search for summer + drive-in and see what comes up in your area.

  • Sign up for summer school and learn new skills or master old ones. Training, agility, herding and freestyle are all on the agenda. Then, there are dog camps—the summer camps of your childhood, but way better. For maximum relaxation, match the activity type and level to your and your dog’s temperaments.

  • Mark your calendar with “dog days” concerts and sporting events. Special offerings tend to pop up this time of the year, perfect for enjoyment with the pooch.

  • We know we don’t have to tell you this, but while you’re having fun with the pup, keep safety in mind. Stay out of the sun during the warmest hours, have plenty of water available, dab sunscreen on both yourself and your dog (yes, there are sunscreens for dogs), take lots of well-shaded rest breaks and never, never, never leave your dog in the car. If you’re out walking, listen to what your dog’s telling you; let him rest if he wants to and don’t coax him to go faster. Finally, do your best to avoid areas with foxtails, those sticky, diabolical grass awns (seeds) that burrow into fur and skin and, once well in, don’t come out without surgery. If these wild grasses show up in your yard—which they’re prone to do—pull them out while they’re still green.

    Dog's Life: Home & Garden
    A Romp Through Dog-Friendly Materials
    These stylish and durable flooring materials and fabrics let you give Fido the run of the house
    Hello, Chewie!

    World, meet Chewie. Chewie is my favorite chow chow–German shepherd mix in the world. But as much as I love my rescued best friend, having him around typically means constant shedding, some drooling and more than a few lost pillows. Sound familiar?

    Having Chewie has forced me to consider how to make coexisting under the same roof more of a pleasant experience than a dreadful chore. And all it took was picking some clever materials for our townhome. Below is some advice I wish I’d had before committing to my long-term relationship with my dog. Let’s dig in.

     

    Photo by WA Design Architects - Search beach style entryway design ideas

     

    Let's start at the bottom: the floors. Our townhome has hardwood floors, and I've wished on more than one occasion that they were concrete instead. This is especially true for homeowners who are considering a puppy, because lots of messes come along with potty training.

     

    Photo by Cornerstone Architects - Look for contemporary living room design inspiration

     

    Another great floor material for puppy training? Natural stone — though be aware that porous materials, such as marble, can stain. So choose wisely what kind of stone you install.

    Porcelain tile is a fantastic alternative to natural stone. To accomplish this sophisticated and clean look, make sure the grout lines are minimal. Also, it's good to note that dogs, seniors and puppies in particular, could have a tough time gaining traction on these floors so watch out for injuries. See our tips on caring for senior dogs.

     

    Photo by MW|Works Architecture+Design - Look for rustic family room design inspiration

     

    Of course, hardwood floors can work well too. Just know that when your pet reaches maturity, you may have to refinish those lovely boards. Thankfully, with hardwood floors, you can always count on intact wood beneath the scratched surface.

    Laminate is a practical way to get out of the extensive care of hardwood. It maintains the look while offering a virtually indestructible play surface for your best friend.

     

    Photo by Supon Phornirunlit / Naked Decor - Browse contemporary bedroom photos

     

    For a softer option, you can always choose carpet. Just be prepared — it will take some vacuuming to keep that freshly installed look.

    If you want a more practical option for carpeting, you could choose carpet tiles. Minor accidents (bound to happen) can be remedied by replacing individual tiles instead of an entire floor of carpeting. I speak from experience.

     

    Photo by maison21 - Search midcentury living room design ideas

     

    I would have thought a cowhide would be one of the last choices for floor treatments in a house with pets. To my surprise, the cowhide in my house is one of the most practical decisions I have ever made. Its texture naturally repels dog and cat hair. This interior takes full advantage of the cowhide's beauty and durability.

     

    Photo by Josina Bergsøe - Discover contemporary living room design ideas

     

    When it comes to furniture, my advice is to go for a low-maintenance fabric. I have not found a successful way of keeping my dogs off the couch (have you?), and every day I am thankful for my lucky decision to purchase a microfiber sofa. Microfiber is one of the most forgiving upholstery fabrics; it cleans up with great ease.

     

    Photo by Robert Granoff - Discover contemporary living room design inspiration

     

    Perhaps an even better option for furniture is leather, especially for dogs. You can simply wipe it clean and be done.

    Tell us: What materials have you used in your home to help you with your pet-related chores? How does owning pets affect your choice of furniture and decor? Please share below!

    News: Guest Posts
    Get Started On Doggy DIY
    How to craft your dog a better life.

    In this piece, we give you some fantastic ways to treat your dog by building them some really simple and engaging toys. Not only will you be giving your dog something he’ll love and cherish, you’ll also be keeping the cost down, which is another bonus!

    These ideas include some really fun toys, a feeding station, a doggy puzzle to get your pooch thinking, an awesome washing station and a really easy to make dog house.


    Doggy DIY" by PowerTool World.

    Dog's Life: Work of Dogs
    Stress Busting Benefits of Airport Therapy Dogs
    These working dogs calm harried travelers.
    Glenda Woolf’s Barney, sporting a “Pet Me” vest, greets a traveler at CLT.

    Traffic on the way to the airport makes you late. Rushing, fearing you’ll miss your flight, you anxiously stand in endless check-in and security lines, annoyed at the delay. Your stress level increases with every passing minute. Finally clearing security, sitting to put your shoes back on, you notice something unusual across the room: an enormous harlequin Great Dane wearing a vest that says, “Pet me!” A smile breaks across your face and your blood pressure immediately drops. You say a quick hello to the dog and rub his soft ears, and the tension of the past hours melts away.

    We’re used to seeing security dogs at airports, but those dogs are working— no petting allowed. The “pet me” dogs are a different story altogether, reflecting the industry’s growing understanding that helping passengers destress, especially during busy holiday flying seasons, has value. These dogs are all about being touched!

    So far, some 30 airports across the country have therapy dogs on duty, and luckily for travelers, the number is steadily growing. The idea started at California’s Mineta San Jose International Airport shortly after 9/11 as a way to ease traveler jitters. Videos of those dogs at work convinced other airports give it a go.

    The distinctively outfitted dogs and their handlers position themselves throughout the airport, from checkin to boarding—wherever passengers can use some calming canine love. Recognizing that not everyone loves dogs, the teams typically remain stationary in an open area so those who wish to greet the dogs can do so while anyone not so fond of dogs can easily avoid them.

    One of the most recent converts to the service, North Carolina’s Charlotte Douglas International Airport, began deploying professionally certified therapy dogs in March 2015. Currently, there are 15 dog/handler teams providing coverage daily between 10 am and 4 pm. Lauri Golden, the airport’s manager of customer engagement, supervises the all-volunteer CLT Canine Crew. “We wanted a way to create a sense of place,” she says. “Our airport is a hub for American Airlines; 70 percent of traffic is connections, so the passengers just see the facility, not the city.”

    Initially, Golden worried about finding enough volunteer teams. However, the pilot program created to iron out the logistics was an instant success. “We expected that kids would like the dogs, but even more, it’s the adults benefiting from them,” she says. “They pull out photos of their own dogs; talk about ones recently lost; take selfies; ask the name, age and breed of the dog … lots of questions. The dogs create a gathering, an audience, which creates its own community as people talk to each other, sharing dog stories. They are our superstars.” The demand for teams is high, and Golden is constantly recruiting.

    Max the Great Dane and his handler Fred McCraven make up one of the Charlotte teams. “When I asked Fred why he wanted to join, he was so honest: ‘I just want to show off my dog.’ Max is a complete sweetheart!” says Golden.

    Fred thoroughly enjoys taking Max to the airport. “Some tourists just light up when they see Max, and take photos,” he says. “Some look at him funny, like, ‘Please don’t bring that big dog near me.’ I try to gauge peoples’ reactions. Even those who don’t come up to touch Max are smiling. I once met a woman who was traveling to her brother’s funeral. Her brother had a Great Dane as well and she took it as a sign her brother was okay.”

    Los Angeles World Airports (LAX) was the third to create a therapy dog program, after San Jose and Miami. Heidi Heubner is director of Pets Unstressing Passengers (PUP) and volunteer programs for LAX. PUP, which launched in April 2013 with 30 teams, now has 52, allowing them to have dogs in most terminals every day of the week. Each PUP dog has his or her own baseball card–style ID, which is given to passengers as a keepsake.

    Heubner enjoys observing the interactions between volunteer teams and passengers. “The dogs bring strangers together,” she says. “We’re often afraid to talk, or are on our devices, but with the dogs, people are sharing stories and photos of their own dogs, talking about where they’re going. I never get tired of watching them. Sometimes my face hurts from smiling so much, watching them in action and listening to what the passengers are saying.”

    Therapy teams are also called upon to calm passengers when things don’t go as planned, Heubner notes. “One day, a f light was cancelled. A f light attendant asked if one of the dogs could visit with the passengers. The passengers loved it, were saying, ‘Who cares that we’re delayed! It was worth it to see the dogs.’”

    Airport therapy dogs come in all sizes and breeds but the thing they have in common is that they’re all certified by one of the country’s therapy-dog organizations; for example, Charlotte and LAX use teams certified by the Alliance of Therapy Dogs. New teams do an initial walk-through at the facility to make sure the dog is comfortable with the noises, smells and crowds of strangers. If that goes well, they’ll go through a more thorough vetting, with the human half of the team undergoing background and security checks. Once approved, teams typically work one day a week.

    Dog-loving passengers rave about the programs. A letter sent to the Charlotte program expresses an often-repeated sentiment: It was like having my pups with me though they are miles away. The stress that is lifted when you see and touch a dog, it’s indescribable and it was the best part of my trip today. I cannot thank you, the staff that implemented the program, the handlers and the dogs enough for this remarkable program.

    Clearly, these programs are positive for passengers and airport staff, but they’re also proving beneficial for the handlers. “Max has made me a better person,” says Fred. “I’m not a very social person, sort of a lone wolf, but taking Max to the airport has gotten me out and around people, improved my social skills. And it puts me in a good mood. Last week I had a bad day at work. I took Max to the airport and came home in a totally different mood.”

    News: Guest Posts
    App Review: Dog Food Hazards
    Quick access to list of foods our pups should avoid.

    Although we're inundated with apps these days some information is worth carrying around with us for quick access. The newly released Dog: Food Hazards app (android, free) is a very simple app dedicated to one topic, as you might have guessed, hazardous foods dogs should avoid.

    Featuring a simplified layout for quick navigation, one can refresh their knowledge of dangerous foods for dogs and get information on symptoms caused by each featured food type. As a bonus they’ve prominently placed access to ASPCA’s pet poison hotline so it is quickly accessible too.

    Unfortunately, the list of food hazards is limited, so it may not be helpful for people looking to delve deeply into the topic. While Dog: Food Hazards is a fairly barebones app, we enjoy the peace of mind that comes with its ease of access to information that every dog owner should know.

    Wellness: Healthy Living
    Six Tips on Caring for Older Dogs
    We look at ways to make their lives easier.

    In your eyes, your dog will alway s be a puppy, even if she’s getting up there in canine (and human) years, or her muzzle is beginning to gray. However, eventually the day will come when you notice that your pup is panting a little bit harder after a long walk and struggling to climb onto your bed. It’s time to start adjusting to the lifestyle needs of an older dog.

    When a dog is considered a senior largely depends on breed. Smaller dogs (such as Chihuahuas or Terriers) don’t reach their golden years until they’re 10 or 12, while a Great Dane may attain senior status at the age of five or six. Beyond size and breed, genetics, diet and environment all have an impact on a dog’s life expectancy.

    Just as modern medicine has extended the lives of people, with the right combination of attention and preventive care, it can also extend the lives of dogs. If you want your older dog to have a long and happy life, consider incorporating these strategies into your pet care routine.

    Remember your dog’s teeth. Dental hygiene is particularly crucial as your dog ages. Regular brushing and professional cleaning can prevent painful dental disease and decay (and help your dog avoid the chewing problems mentioned earlier). If your dog doesn’t enjoy having his/her teeth brushed, consider dental treats and toys instead.

    Watch your dog’s diet. Mature dogs often have food issues, including problems chewing, lack of appetite, obesity and digestive difficulties. Consult with your vet on the best diet and exercise plan for your aging dog. Dietary changes may include adding more fiber to aid with digestion or decreasing carbohydrates to maintain optimal weight. Supplements such as fish oil or glucosamine can be added to alleviate joint pain.

    Exercise your dog’s body and mind. Like people, aging dogs experience pain and have difficulty performing physical activities they used to enjoy. However, exercise continues to be imperative to their health and well being. Take your dog on short, gentle walks and monitor his/her breathing and gait to make sure nothing is amiss. Your dog’s brain needs plenty of exercise as well. Stimulating toys such as food puzzles help keep your dog sharp.

    See the vet more often. Take your dog in for a vet checkup at least twice a year. Just as elderly people need to be aware of health issues and visit their doctors more often, aging pets benefit from more frequent visits. Older pets may need additional blood tests, dental care and examinations. Additionally, many breeds have predispositions toward certain ailments, including arthritis, hip dysplasia, cancer and diabetes. Early detection can help catch these before they become major problems.

    “Seniorize” your house. Just as you once puppy-proofed your home, you now need to provide your older dog with special accommodations. For dogs with hip dysplasia or joint issues, consider a special ramp or stairs so they can still get in the car or join you on the bed. Keep food and water in areas they can easily reach, especially if they are vision-impaired. Heated beds can soothe achy joints, particularly if you live in a colder climate. Finally, non-slip surfaces will prevent falls and help your older pet maintain traction when rising.

    Pay attention. Monitor changes in behavior; appetite; weight loss or gain; dental issues; and any lumps, bumps or lesions and bring them to your vet’s attention. (A journal is a great memory aid.)

    Taking care of an older dog may involve a little more work than you’re used to doing, but caring for a lifetime companion is a deeply rewarding experience. Your dog has been good to you (and for you) for years—now’s the time to return the favor!

    Dog's Life: Humane
    11 Things I Learned Volunteering at an Animal Shelter

    Shannon Kopp Rescue Dog (Puppy)

    1. Every time you volunteer, you are fueled by love. And that kind of fuel is different from greed, or fear, or competitiveness. It will give you the strength to do things you never thought you could do. And then some.

    2. Dress for the occasion, meaning wear jeans and a T-shirt that have seen better days. Leave your jewelry, especially dangly earrings, at home. Keep your hair in a messy bun (some dogs mistake pony tails for rope toys). Please don’t bother with makeup, it will inevitably be licked off your face. And for the love of God, no flip flops. The day you wear them will be the day you inevitably step in poop.

    3. Don’t be afraid to talk to the animals. Tell them about the advice you give but cannot follow. Tell them your secrets and fears. And then let their tongues and thumping tails and clumsy paws remind you that there are still plenty of reasons to smile. That life is not as serious as it seems.

    4. It is not a good idea to try posting pictures of dogs on Instagram when they are jumping all over you. Rather than typing, “Adopt Joey and Spot at the Department of Animal Services,” you will inevitably type “Department of Anal Services.” And then your post will go viral for all the wrong reasons.

    5. When you tell someone that you volunteer at an animal shelter, and they say that they love animals—but it’s too sad, they could never do it—tell them that you once felt that way, too. Tell them how shocking it was to find out that you could in fact do it. And that sadness is not the enemy after all. The enemy is doing nothing. The enemy is fear beating out compassion and empathy and love.

    6. Dog poop is gross, but not life-threatening.

    7. In most cases, it doesn’t take much to make a tail wag. A yard of grass. Fresh food. A warm touch. A soft blanket. A ten-minute walk. Dogs appreciate the little things, and we can learn a lot from this.

    8. The animals are seeking what we seek. They want to be warm, not cold. They want to be safe, not vulnerable and unprotected. They want to be seen and heard and loved, not invisible. They want to be themselves, not somebody else. They want to forget the pain of their pasts, but sometimes they can’t.

    9. Learn to take care of yourself, even if at first, it’s for the sake of the animals. If you try to be everything to everyone, you will burn out. Set boundaries. If you don’t take care of you, you can’t take care of them.

    10. Goodbyes are hard. Always.

    11. Frequently ask yourself this: How might my life be transformed if I treated myself with the same love and kindness that I offer to the animals I care for? And then, every day, try to do it.

    Dog's Life: Humane
    Repackaging and Rebranding the Business of Dog Rescue
    How simple, innovative changes can improve shelter and adoption rates.
    Detail of Costa Rican public awareness campaign championing mixed-breed dogs.

    In journalist Kim Kavin’s book, The Dog Merchants, she investigates the complex businesses and networks involved in the buying and selling and “homing” of dogs: breeders, pet stores, pet brokers, the AKC, local shelters and rescue organizations. It is her goal to advance the conversation on how dogs are treated, from puppy mills to high-kill shelters. In the following excerpt, Kavin explains how rebranding shelter dogs can make them more desirable and, therefore, adoptable.

    Her face is pallid, probably not just in the black-and-white photograph, but also in real life. She’s looking back over her right shoulder at the camera with eyes desperately wide and bloodshot. Nobody has to hear her speak to know she needs to be set free. “Chained to a desk with nothing but a mouse to entertain her,” the flier’s big type reads.

    In another flier, it’s a male, also pale-faced and hunched over. He looks as if the air all around has become so thick, so stagnant, that he can no longer bear to rise. The corners of his mouth are turned down, darn near weighted by jowls. “For nine hours a day, he is kept in a tiny box,” it states. “And ignored.”

    These fliers aren’t of dogs. They’re of people—models photographed sitting in office conference rooms and in the glow of a cubicle’s computer screen, wearing the dismayed expressions shared by so many nine-to-five prisoners of concrete jungles, all as part of a groundbreaking campaign called the “Human Walking Program.”

    It sprang from the brain of Jake Barrow, a creative director in the Melbourne, Australia, office of GPY&R, a creative agency that is 600 people strong with a network of 186 global agencies. Barrow and his colleagues typically work on campaigns for big-ticket clients including the Virgin Australia Melbourne Fashion Festival and Australia’s Defence Force, but he had an idea that had been in the back of his mind for a few years, and no matter how many times he tried to turn it off, it kept lighting him right back up.

    “We were going through a busy period at work, and occasionally, I would walk a friend’s dog just for fun,” Barrow says. “And I thought, ‘Oh, that could be a service for office workers, to go out and walk a dog, completely to benefit the human.’ That was years and years ago, and I just remembered the feeling I got from walking that dog, and it was really good stress relief. It was completely selfish. I’ve been trained to recognize a good idea, and together with my copywriter at the time, we turned it into the Human Walking Program.”

    There was no client. No income was to be made. That didn’t stop Barrow and his partner, who worked pro bono on the concept for six months and built it into a small presentation, sort of a miniature version of what they might do for a regular advertising customer. Then they asked one of the account salesmen at GPY&R to call the local shelter in Melbourne— which happens to be The Lost Dogs Home, founded in 1910 and today serving as Australia’s largest, caring for more than 31,000 dogs and cats each year.

    “I said, ‘Hi, I’m Jake, this is Dan, we have this idea,’” Barrow recalls with a laugh. “They definitely saw the benefit of showing the dogs as the heroes instead of just sad. We did completely flip it around and say, ‘It’s about the humans getting out of their cages.’”

    Shelter workers gave the GPY&R fliers to commuters from 8 ’til 9 a.m. in central business district train stations the week of the event, and they passed them around at all the buildings near the park where the walk would be held. Social media and radio stations were engaged as well, to spread the message that humans needed a break and a stroll—“to go walkies,” as they say Down Under—perhaps even more than the dogs did.

    When the day arrived, the weather was gorgeous. Barrow, like everyone else involved, found himself standing in a park, waiting with a rumbly stomach, wondering what the heck might happen next.

    “We were quite nervous,” he recalls. “Are we going to get the crowds we want? Is it going to be too big of a crowd? Is somebody going to get bitten by a dog? There were a lot of unknowns. You can only do so much planning for these things.”

    During the next few hours, his unease gave way to elation. More than 5,000 office workers came outside to stand right alongside him, leaving behind their ergonomically accented desks for a much-needed meander the way nature intended. The Lost Dogs Home paired each participant with a homeless pooch so they could get to know one another in the fresh air, outside the shelter environment, in a way that would all but obliterate any ingrained ideas about the dogs and let them be seen as the happy, friendly pups they had always been inside their enclosures, where most of the people would have never seen them at all, or might have assumed there was something wrong with them.

    “Their negative stereotype still exists, in our experience, because people do not realize that cats and dogs largely end up at shelters as a consequence of a human circumstance,” says Martha Coro, a spokeswoman for The Lost Dogs Home. “The Human Walking Program was first and foremost a creative campaign that challenged people’s intrinsic beliefs about lost and abandoned animals, [and] that also engaged a real-life event to tie it all together.”

    After the three-hour walk, amazing things happened. Every one of the dogs got adopted. Hits on the shelter’s online adoption pages spiked 42 percent. A fund-raising appeal one month later became the shelter’s highest-grossing in nearly a decade. Barrow says it was one of the most satisfying days of his life—and even he failed to predict the impact his idea would have next.

    “We did the event and the campaign, and whenever we do something more unusual than a television commercial, we create a case study, and we did that with this event and how successful it was,” he says. “Somehow, the website Upworthy got hold of the case study, and the next thing you know, we had half a million hits on this case-study video, and we’re getting calls from all over the world wanting to do a Human Walking Program in their own cities. We ended up saying we can’t ignore it, so we set up a website that lets people create their own Human Walking Program. People can download all the ads and localize them to their area. It’s a step-by-step guide. I know someone did one all the way over in the U.S. The calls were coming from everywhere.”

    What’s so great about thehumanwalkingprogram.org— in addition to the fact that it hands over, for free to the world, what Barrow estimates as an $80,000 to $100,000 creative campaign—is that it also makes clear how to copy the strategy as much as the actual walk.

    “The creative rebranding of adoption dogs came first,” Coro says, “which in a way [was] just as influential as the event.” And she’s right. What sets the Human Walking Program apart on a crucial level is its professional marketing approach. It was developed by seasoned pros, as an advertising initiative that helped people get to know the product—great dogs— instead of making a desperate plea for money to save their tragic little lives. Beliefs about homeless pooches are often so deep-seated that it takes a physical change of space or a professional advertising campaign to knock biases out of people’s thought process, much like getting them to buy generic-brand foods at the supermarket or new-brand cars off the lot.

    “The ads with the sad dogs, I guess there was a time and a place for it, but as far as the general public goes, it gets squashed over now,” Barrow says. “We need something else to wake us up and pay attention.”

    More and more shelters around the globe are coming to the same conclusion and partnering their efforts accordingly. Instead of begging people to see the wonderful pooches they know are inside the enclosures, they are looking to leaders in everything from creative design to architecture to retail sales to make new messaging work. It just might be the beginning of an unprecedented rebranding effort, potentially on the scale of what breeders did starting in the mid-1800s when convincing dog lovers that purebreds were the ideal pets in the first place.

    The signs of change are worldwide. In Berlin, Germany, the animal-protection society turned to the renowned architect and cat lover Dietrich Bangert to design its multimilliondollar facility, one of Europe’s largest at 163,000 square feet (more than 15,000 square meters, about the size of the largest Target retail store on the U.S. East Coast). The Berlin shelter holds about 1,400 animals at a time and cares for about 12,000 animals a year. Bangert has serious drafting chops and is perhaps best known for his work on an art museum in Bonn and the German Maritime Museum in Bremerhaven; the result at the Berlin facility was a far different environment than most people imagine as an animal shelter, a modern study in concrete and water so futuristic that it was used as a set for the 2005 Charlize Theron film Aeon Flux, set in the year 2415.

    Creating the architecturally inviting space gave potential dog owners a chance to breathe a bit easier when walking inside, so their brains would take precedence over any bad feelings created by more typical shelter buildings. They looked up instead of feeling down. They intuited that it was okay to relax, because nothing they were about to see would depress them. The professionally designed atmosphere allowed people’s minds to focus not on what they thought a shelter might be like, but instead on what was actually before them: friendly, healthy dogs the volunteers had gone so far as to house-train prior to sending them home, in the hopes of making each pairing more likely to stick.

    Underlying Dietrich Bangert’s futuristic, geometric design for Tierheim Berlin is the architect’s commitment to creating maximum physical and emotional comfort for the approximately 1,400 animals it shelters, as well as its workers and visitors. A 163,000- square-foot, glass-andconcrete facility, its circular pavilions, with their cantilevered overhangs and splayed walls, incorporate fresh air and natural light. Each pavilion consists of three spherical structures arranged around an enclosed open space, rather like petals on a daisy.

    Yet another example is in Costa Rica, where the Territorio de Zaguates shelter had nearly all mixed-breed dogs while adopters primarily wanted purebreds, so it worked with the San Jose–based creative agency Garnier BBDO to launch a marketing campaign around the idea of “unique breeds.” Instead of calling the dogs mutts, they followed the same branding convention long used by breeders, labeling the dogs as things that sounded surprisingly like kennel club– recognized Dandle Dinmont Terriers and Finnish Laphunds: Chubby-Tailed German Dobernauzers, Fire-Tailed Border Cockers, Alaskan Collie Fluffyterriers, White-Chested Dachweilers, and Brown-Eyed Australian Dalmapointers. (Is it really any different from inventing a German Blabrador?)

    Watercolor artists painted renderings that mimicked the design of the purebred standard drawings, then added the unique breed names in a highfalutin, royal wedding–worthy typeface. The posters created a visual way for people to process the message that breed names, when it comes to choosing a pet, are often no more than a line of marketing copy.

    By the end of the Territorio de Zaguates campaign— “When You Adopt a Mutt, You Adopt a Unique Breed”—the shelter’s dogs had received more than $450,000 in news and public-relations coverage. More than a half-million people had discussed and shared the dogs on Facebook. Adoptions went up 1,400 percent, and the shelter got sponsors who now cover the whole of its operating expenses.

    All in all, the teams in Costa Rica and Germany experienced the same thing organizers of the Human Walking Program saw in Australia: Working with professional marketers and designers made a huge impact on people’s perceptions about the dogs, who were suddenly in demand and welcomed into people’s homes en masse—even though the pooches themselves hadn’t changed at all.

    “We have been inundated with interest from shelters from South Africa to the USA, which leads us to believe that shelters across the world generally share the same priority of changing the public’s perception of shelter pets,” Coro says from Melbourne, “and now there is a tried and tested plan that can help us all do that.”

    Mike Arms is a business-minded advocate who saves dogs without making any excuses for raising their value along with the professional value of the people working with them. Since 1999, he has been president of the Helen Woodward Animal Center in California, where he tripled adoption rates while charging some of the highest dog-adoption fees in America and recruiting employees for their business and marketing savvy. (As of 2013, according to an independent auditor’s report, the center’s management salaries and benefits totaled $373,420. Arms’ pay was not itemized.) Nobody can buy a dog from the center for less than $399. A couple of Labrador puppies sold recently for $500 apiece, and a six-month-old Goldendoodle went for $1,000 not long ago. Arms has no problem telling adopters they should pay fair market value because his dogs have just as much intrinsic value, and make just as fabulous pets, as the purebreds going for similar prices from breeders. “Why is it,” he asks, “that somebody can go out and spend $2,000 or $3,000 on a pet and after thirty days realize it’s not for them, and they take it to their local facility, and the minute it crosses that threshold, the value is gone?”

    His approach leaves many shelter operators with mouths agape, especially the ones who can’t even give their dogs away for free. Arms believes that their failure has nothing to do with the quality of the dogs, but instead with the quality of the dogs in people’s minds, which he sees as the job of shelter directors to manage. The problem isn’t the dogs. The problem is the marketing.

    “I’m getting more and more frustrated with my peers as I get older,” he says. “It just seems like they’re going backwards in time now. They think the way to increase adoptions is to lower fees and come up with gimmicks. That doesn’t increase adoptions at all. All that does is devalue the pets. How in the world can we change the public’s perception of these beautiful pets if we’re the one doing this?”

    The root of the problem with homeless dogs and pricing, he says, goes back to the way many rescue organizations got started. It’s usually a woman who finds a puppy in the street and gets him into a loving home. The woman likes the feeling of having done right by the pup, so she helps more dogs, and then more dogs, until she decides to form an organization along the lines of a humane society. “They weren’t getting paid for it,” Arms says. “They just liked doing it as a hobby. So they felt, ‘If I’m not doing it for pay, nobody else should be doing it for pay.’”

    Try telling a breeder he should care for all the dogs for free and give them away out of the goodness of his heart. Rescuers often have a completely different mentality, Arms says, one that devalues their own worth as well as the worth of the dogs.

    Arms regularly finds himself standing on stage in front of a room filled with rescuers who fit that mold, most of them women, even today. He tells a particular story again and again, one that seems to make the message clear. It starts when he asks them what they would do if they were invited to a formal dinner banquet at a high-end restaurant. What is the very next thing you’d do, he asks, after you accepted the invitation?

    To a person, they answer that they’d go out and buy a new dress. “Now, human nature is that a lot of people will put a budget on what they’re going to spend on that outfit,” he tells them. “You go out in the department store and start trying on outfits and none of them fit you right. The color’s not right. You get depressed and you’re going to walk out, and then on your way out you see a dress that’s a hundred dollars more. And it fits. And you buy it. You’re willing to spend three hundred or four hundred dollars on that dress that you’re going to wear three or four times, but you’re not willing to spend it on a dog. What are we teaching the public about value?”

    Arms loves dogs just as much as the rescuers in the audience do, but he treats the pooches far more like products than most of his colleagues might—because he believes that’s what gets them into homes. He’s had courtesy shoppers from the department store Macy’s come through his shelter to tell him what he can do better in terms of staffing and displays. He brought in BMW salesmen to train his staff. (“Nobody is a better salesman than a car salesman,” he says.) As of this writing, Bruce Nordstrom, former chairman of the upscale retailer Nordstrom Inc., was scheduled to do training at the center, all because Arms believes the sales techniques in the dog-rescue business need a swift reboot into the modern era of retail sales. He wants to be the BMW of the used-pooch industry, the place where buyers can go and know they’re getting a top-quality product worth every penny of the extra money, not unlike a pre-owned luxury sedan.

    “They can call it adoptions or rehoming or whatever they want,” Arms says of rescuers, “but they’re in the business of selling used dogs. And they’d better be good at it, because those lives are on the line.”

    Arms has been invited to speak to shelter directors everywhere from British Columbia in Canada to multiple cities in New Zealand, preaching the philosophy that shelters should be run by the savviest marketing and sales people, raising their prices and preaching the overall value of every great pup. Shelter directors should have a heart for dogs, but first and foremost, a mind for business—because that’s the only thing that breaks through stereotypes and helps dog lovers understand what they’re really getting for their money.

    “We have to change the public’s perception,” he says. “The public believes the pets in pet facilities are there because there’s something wrong with the pet. We have to teach them that the pet is there because there’s something wrong with the person who had the pet. That’s the reality.”

    News: Editors
    Something to Bark About
    An Encore Performance by Crypton and William Wegman
    New additions to the William Wegman Pet Collection by Crypton—throvers—blankets featuring the artist’s drawings; Wegman and Flo (right).

    Randy Rubin, co-founder of Crypton, launched the company’s first line of pet products back in 2004 in an inspired collaboration with artist William Wegman. A dozen years later, Rubin and Wegman are at it again with a brand new line of canine home products by Crypton. 

    Renowned for his whimsical photographic portraits of Weimaraners, Mr. Wegman is also famous for his work in a variety of media—photography, video, painting and as an author. For decades, while Wegman was creating art in New York, Crypton was at work in the heartland, revolutionizing commercial fabric with the introduction of a patented process that produces a virtually indestructible, stain and odor-resistant material appropriately named Crypton Super Fabric. They’ve also launched soft, luscious Crypton Home Fabric, using a new performance technology especially for residential interiors, offered by major furniture and home fabric brands in stores and showrooms from coast to coast.

     

    Wegman provides the art and Crypton supplies the science with their permanent stain resistance properties—ensuring neither microbes or odors penetrate these dog beds. Crypton founder Randy Rubin (right).

     

    The creative collaboration between the textile innovator and the downtown visual artist has proven hugely successful, with a visual style that is once recognizable and inspired. Combining the ultimate in function and aesthetics, the resulting beds, pillows and throws (christened Throvers) are elegant, bold and sturdy...fulfilling the must-have checklist for stylish dog lovers. The line is offered exclusively at crypton.com. 

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