RSPCA's campaign to raise awareness of the Government's refusal to introduce dog registration following the abolition of the dog licence in 1988. Objective was to raise public support and understanding of the problem. Media: quality press. Direct response mechanism ? urging people to write to their MPs or call a number for more information. Results: generated lots of PR coverage and support. One insertion generated 4,690 telephone calls in one day. It is argued that the campaign 'led to overwhelming support outside Parliament which in turn provoked a serious backbench rebellion within it'