Sometimes the most satisfying, and successful, initiatives start as a flippant joke. This was one of those initiatives, while I was Editorial Project Director on ELLE.

Driven by a mashup of high-appeal-content for the ELLE audience (fashion x dogs x designers x access x DOGS!) we ran a gallery of designers' dogs on the ELLE cover, which concluded with an adoption shout out for Battersea Dogs Home. Content + Cause, via the simplest execution imaginable.

NOTE – securing candid imagery from international fashion designers is a laborious process... unless you are dropping them a message asking put their pet on the cover of ELLE.

We also encouraged the ELLE audience to turn their own animals into ELLE cover stars and upload the images to social. While #ELLEDoggyStyle proved very popular on instagram, not all of the posts were ELLE-cover appropriate...