Making Responsibility Something to Brag About
Dog licensing takes a turn for the cool
People brag about their expensive cars and their high-paying jobs; people brag about their honor students and about their tennis games. Until recently, very few would have bragged about licensing their dogs.
A marketing campaign in New England has changed that. People in Maine are now boasting about performing a basic, boring, and often-forgotten civic duty—and instead of being annoyed by the bragging, others are following suit.