#iSpeakDog Campaign Toolkit
Introduction: Why We Need to Spread the Truth About Dogs
Dog behavior is commonly misunderstood, leading to many dogs being wrongly punished or relinquished to shelters for “problems” that could have been easily resolved. In addition, many videos have gone viral of dogs behaving “badly,” which are, in actuality, images of very scared dogs in need of help.
We want to empower dog owners with the same knowledge used by dog behaviorists and ethologists, and give people practical tips on how to respond more effectively and humanely. Our hope is that in the end it will lead to better relationships between people and their dogs.
The #iSpeakDog campaign promotes dog body language and behavior education — in partnership with trainers, behaviorists, veterinarians, and welfare professionals across the globe, who can reach out to their clients and patients to help spread the truth.
The resources provided in this toolkit will help you to extend the reach and impact of the #iSpeakDog campaign in a variety of ways, ranging from simple social media engagement to educational spots on your local news.
Questions? If you have questions about how to support the campaign or use these tools, email Tracy Krulik at tracy@ispeakdog.org.
We want to empower dog owners with the same knowledge used by dog behaviorists and ethologists, and give people practical tips on how to respond more effectively and humanely. Our hope is that in the end it will lead to better relationships between people and their dogs.
The #iSpeakDog campaign promotes dog body language and behavior education — in partnership with trainers, behaviorists, veterinarians, and welfare professionals across the globe, who can reach out to their clients and patients to help spread the truth.
The resources provided in this toolkit will help you to extend the reach and impact of the #iSpeakDog campaign in a variety of ways, ranging from simple social media engagement to educational spots on your local news.
Questions? If you have questions about how to support the campaign or use these tools, email Tracy Krulik at tracy@ispeakdog.org.
iSpeakDog Website
All #iSpeakDog messages, promotions, and calls to action should direct people to ispeakdog.org, the free educational website.
The website teaches people how to figure out for themselves what their dogs are doing and why. It breaks down the common behaviors shown by dogs that tend to frustrate their guardians (i.e. jumping up on people, chewing shoes, and pulling on leash) and explains the different emotional states that can drive such behavior (i.e. growling and snapping is often a sign that the dog is scared).
Please support the campaign by driving your audience to ispeakdog.org and using the hashtag #ispeakdog.
The website teaches people how to figure out for themselves what their dogs are doing and why. It breaks down the common behaviors shown by dogs that tend to frustrate their guardians (i.e. jumping up on people, chewing shoes, and pulling on leash) and explains the different emotional states that can drive such behavior (i.e. growling and snapping is often a sign that the dog is scared).
Please support the campaign by driving your audience to ispeakdog.org and using the hashtag #ispeakdog.
iSpeakDog Week Calendar of Events
Monday, March 27
- ispeakdog.org website launch
- "Learn About iSpeakDog" Facebook Chat (3:30 p.m. E.T.), for Pet Professional Guild members, with Niki Tudge, PPG founder and Tracy Krulik, iSpeakDog founder.
- Doggone Safe’s Be a Tree program relaunch
- “Learn to Speak Dog” webinar for all audiences (6:00 p.m. E.T.), hosted by the Academy for Dog Trainers, taught by Lori Nanan, CTC, CPDT-KA Available now on-demand! What it here.
- “iSpeakDog.org: A tool to help you communicate with your clients” webinar (12 noon, E.T.), hosted by the Pet Professional Guild, led by Tracy Krulik, iSpeakDog founder
- “Ask the Expert” Facebook event (1 p.m. - 2 p.m. E.T.), hosted by the Humane Rescue Alliance, led by Alexandra Dilley, M.A., Animal Behavior, HRA director of behavior and training
Campaign Handout
Help your clients and patients understand why learning to "speak Dog" is important, with our"How to Speak Dog" handout: Downloadable pdf.
Social Media
The #iSpeakDog campaign will be promoted primarily through social media, using the following accounts: Please follow these accounts and share our posts.
Use the #iSpeakDog hashtag in your social media posts promoting the campaign.
Use the iSpeakDog-ify Your Image page (Coming soon!) to add #iSpeakDog logos to your website, social media sites, and blogposts photos.
Beginning March 27th, Download any of the following graphics to share on your social media accounts:
Use the #iSpeakDog hashtag in your social media posts promoting the campaign.
Use the iSpeakDog-ify Your Image page (Coming soon!) to add #iSpeakDog logos to your website, social media sites, and blogposts photos.
Beginning March 27th, Download any of the following graphics to share on your social media accounts:
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Key Messages
Following and sharing social media posts from iSpeakDog accounts (see “Social Media” above) is an easy way to extend the reach of the campaign. But as you network with other dog welfare professionals and enthusiasts, educate dog owners, and reach out to the media, here are some key messages you can convey:
Dogs aren’t being bad when they pull, chew, sniff, and bark. They’re being dogs. We love to dig into a good book or watch movies to pass the time. Dogs love the act of digging and chewing and sniffing and scavenging... Actually, the things that tend to annoy people the most about dogs — i.e. chewing your new throw pillow or digging up the backyard — are things that dogs love to do. In fact, dogs need to do these things to feel fulfilled in life. One key to living harmoniously with our pups is allowing them to do all these otherwise destructive behaviors, but in approved places (i.e. a digging pit in the yard) with approved things (i.e. chew toys).
In order to speak dog, you have to understand both behavior and body language. Just as the words “there,” “their,” and “they’re” sound the same but have different meanings, so do dog growls and barks. For instance, dogs can growl when they are scared, but they can also growl when they’re playing. They can bark when they are happy and want to play, and they can bark when they are scared and want something, or someone, to go away. iSpeakDog’s three-step formula will help you translate what your dog is doing and saying.
iSpeakDog’s Three-Step Formula: If you can answer three questions, you can speak dog.
Dogs aren’t being bad when they pull, chew, sniff, and bark. They’re being dogs. We love to dig into a good book or watch movies to pass the time. Dogs love the act of digging and chewing and sniffing and scavenging... Actually, the things that tend to annoy people the most about dogs — i.e. chewing your new throw pillow or digging up the backyard — are things that dogs love to do. In fact, dogs need to do these things to feel fulfilled in life. One key to living harmoniously with our pups is allowing them to do all these otherwise destructive behaviors, but in approved places (i.e. a digging pit in the yard) with approved things (i.e. chew toys).
In order to speak dog, you have to understand both behavior and body language. Just as the words “there,” “their,” and “they’re” sound the same but have different meanings, so do dog growls and barks. For instance, dogs can growl when they are scared, but they can also growl when they’re playing. They can bark when they are happy and want to play, and they can bark when they are scared and want something, or someone, to go away. iSpeakDog’s three-step formula will help you translate what your dog is doing and saying.
iSpeakDog’s Three-Step Formula: If you can answer three questions, you can speak dog.
- What exactly is the dog doing? (Growling? Digging holes? Jumping on people?)
- What is the dog’s body language? (Tail up? Tucked? Is he baring his teeth?)
- What is going on? (Are you at the dog park? In your house? At the vet? Are there little kids?)
Press Release Template
Customize this press release to help get the word out and highlight your role in the #iSpeakDog campaign:. Press Release Template (.docx)
Ideas and Opportunities
Help spread the truth about dog body language and behavior during iSpeakDog Week, March 27 – April 1, and beyond. There is no shortage of ways to do it, but here are a few ideas:
- Host a viewing party for the iSpeakDog Webinar on March 28th at 6p.m. E.T.
- (Update: The webinar is filling up, and not everyone will be able to attend live. Please register anyway, to receive an email with a link to the recording shortly after the live program. Attendance to the live event will be on a first-come-first-served basis for those who have registered.)
- Offer to speak about dog behavior and body language on a local TV or radio news segment (see "Press Release Template" above)
- Write a blog post or op-ed (Please hold off posting until iSpeakDog Week kicks off on March 27th.)
- Teach a workshop in person or online
- Host an “Ask the Expert” event on your social media page
Dog Owner Testimonials
iSpeakDog is seeking dog owners who are willing to discuss how ispeakdog.org has helped them better understand their pups and strengthen their bond. If you know of a person who might be willing to share their experience, please encourage them to submit their story.
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