"Together We Become"

DCX AGENCY BREAKS INSPIRATIONAL PSA CAMPAIGN FOR CANINE COMPANIONS
– Emotionally Resonant Creative Tells Real-Life Stories of Service Dogs and Lives They Changed
DCX Growth Accelerator, the cultural strategy and creative agency, has launched an emotional and inspirational PSA campaign to celebrate the 50th anniversary of Canine Companions, America’s leading service dog industry organization. This campaign dramatizes the transformative bonds that form between individuals with disabilities and their service dogs. The group serves veterans, children, adults and professionals working in health care/visitation, criminal justice and education settings.
The campaign, “Together We Become,” features a series of videos that mix still images, video footage and an original song created and donated by The White Stripes, with lyrics that narrate the real-life stories of veterans, children and other people whose lives have been forever changed by the physical independence, pride and hope that Canine Companion’s service dogs provide.
The :60 “Veterans” introduces a diverse group of more than a dozen U.S. military veterans and their dogs who are shown exercising, making public appearances, shopping, playing and doing chores together. The narrative is complemented by title cards that announce, “Together We….” and, overlaying the images, read: “Stay Strong,” “Play,” “Make Memories,” “Take Care of Business” and “Move Forward.’ The White Stripes song underscores the power of these stories, reciting stories of people meeting, coming together, learning, loving, growing stronger.
“It’s a rare opportunity to produce creative work that supports an organization that literally changes the lives of thousands of people in communities across the country,” said Doug Cameron, Founder and Chief Strategy/Creative Officer, DCX. “The theme, ‘Together We Become,’ expresses Canine Companions’ belief that we are all stronger when we work together. This message animates and motivates the organization’s clients, volunteers, donors, staff and the companion dogs. We were lucky to have the privilege of partnering with this incredible team.”
The four additional :60 videos tell the moving and uplifting stories of Nika, a disabled toddler, her mother and her service dog, Waverly; Emma, a teenager in a wheelchair, and her dog, Marcia; Colt, who needed emergency heart surgery at two days old and suffers multiple physical limitations, and his dog, Wink; and Kerria, a young adult who suffered traumatic brain injuries and a stroke from gun violence, and her dog, Darling, who helped her return to school and earn a college degree.
The campaign, which launched in July and will run for 1-2 years, consists of 5 :60 and 3 :15 videos, 7 OOH executions, radio spots and endless cutdown versions for paid and earned social and digital channels. The :60s and :15s will run on DRTV and nonprofit organization online channels.
“Veterans often face difficult transitions back to civilian life and may feel uncertain about their futures with new disabilities,” said Jeanine Konopelski, Chief Marketing Officer, Canine Companions. “They are a core community of our mission, but we are committed to ensuring that any qualified individual with a disability who can benefit physically, psychologically, or by gaining enhanced independence from our services is reached.”
Canine Companions, which provides all of its services free of charge, also educates, trains and places thousands of volunteers in the national community of persons with cognitive, auditory and physical disabilities. Canine Companions was founded in 1975 in Santa Rosa, California and has provided over 7,700 service dogs to people with disabilities. The 501(c)(3) group has six regional training centers and serves people across the U.S.
DCX Growth Accelerator began its partnership with Canine Companions on a project basis in 2024. The agency partners with global and challenger brands such as PepsiCo, Logitech, Stoli, Zipcar and Fiverr and has been recognized with the industry’s most prestigious awards for its provocative, purpose-driven work.