Milk carton campaign is Rome’s latest in initiative by capital to rehome kennel dogs.
Rome has launched a major dog adoption campaign on milk cartons, in collaboration with Centrale del Latte di Roma, to help shelter dogs to find their forever home.
The campaign, designed to encourage the adoption of dogs from municipal kennels and promote animal welfare, launches across the city on Tuesday.
More than three million cartons will feature an advert with a QR code directing people to the campaign page which contains information about the city’s kennels at Muratella and Ponte Marconi and features stories about the dogs seeking to be rehomed.
The campaign involves three million milk cartons in Rome. Photo Roma Capitale.
The initiative “will allow our dog adoption campaign to reach the homes of Romans, who will then be able to choose to give a better future to so many four-legged friends”, Rome mayor Roberto Gualtieri said in a statement.
Gualtieri also hailed the campaign as “a concrete example of how we can work together to promote animal welfare and act as a community when necessary”.
The move is the latest effort by the city to promote dog adoption, including dog parades at which shelter dogs get a day out and, in many cases, find a new home.
Earlier this year construction work got underway in Rome on a public veterinary hospital, the first of its kind in Italy, set to open by the end of 2026.
Photo Shutterstock
