At the heart of the campaign are empty dog leashes displayed at key locations across Visby during Almedalen Week. Each leash carries a tag with a QR code directing passers-by to a campaign website where they can sign a petition. The installation symbolises the dogs that are no longer with their families, not because they were unloved, but because veterinary treatment became too expensive.
Beyond the physical installation, the campaign combines earned media, a dedicated campaign website with a petition, social media content, shareable assets for influencers, animal welfare organizations and other partners, as well as targeted distribution through relevant online communities.
As part of the initiative, politicians are also invited to visit the installation to discuss rising veterinary costs and the need for greater price transparency. By combining a striking physical symbol with broad digital engagement, the campaign has quickly gained nationwide attention.
“We wanted to create a simple but powerful symbol that would spark emotion and start conversations. The fact that the campaign has resonated far beyond Almedalen shows that this issue matters to dog owners across Sweden,” says Johnny Kroneld, Head of Communications and Fundraising at Hundstallet.
The campaign is based on findings from The Dog Report 2026, which shows that 43% of Swedish dog owners have limited financial resilience when faced with an unexpected veterinary bill, while 73% believe a lack of price transparency within veterinary care is a major problem.
