Auckland Council is launching a bold new marketing campaign this week, aimed at tackling Auckland’s worsening problem with roaming dogs.
The campaign features three emotive television commercials designed to prompt behaviour change from dog owners who don’t keep their pets contained.
General Manager of Licensing and Compliance, Robert Irvine, says the campaign is one of many initiatives underway to tackle roaming dogs in Auckland.
“We are throwing all the resources we have at this problem, but we need dog owners to play their part and take responsibility for their pets, otherwise this problem is never going to go away.”
The council receives around 15,000 reports of roaming dogs per year, around 1200 reports of attacks on people, and a similar number of reported attacks on other animals. We know actual numbers are likely to be much higher.
Chair of the Regulatory and Safety Committee, Cr Josephine Bartley, says dog owners who let their dogs roam need to step up and think of the consequences.
“Too many dog owners think it’s okay to let their dogs have a wander. It’s not. We have kids scared to walk to school and people living alone who don’t want to leave their homes in case they get bitten.
“It’s also not fair on the dogs to let them out on their own, as they could be hit by a car, attacked by another animal or be impounded.”
The campaign’s creative concept “For you, your dog, and your neighbours” aims to connect with dog owners’ personal motivations for keeping their dogs contained and shows how roaming dogs are affecting communities from three different viewpoints.
Dogs deserve better
The campaign began airing on radio over the weekend with television commercials to follow from 7 July. The first commercial, set in one of the council’s shelters and featuring a real Animal Management staff member, focuses on the impact of a dog who has been caught roaming and picked up by the council.
“Sadly, only around half of impounded roaming dogs are claimed by their owners, meaning the majority of unclaimed dogs are humanely euthanised if they can’t be rehomed,” says Mr Irvine.
“Our shelter staff are all dog lovers, so it’s hard for them seeing so many dogs abandoned by owners who don’t seem to care. The message of this first commercial is basically that if you love your dog, don’t let them roam.”
The campaign has been funded by revenue from infringement fees issued to dog owners who have failed to register their dogs. Although it will be region-wide, activity will be focused on audiences in the south and parts of west Auckland where communities are most at risk from roaming dogs and dog attacks.
Campaign videos can be viewed now on YouTube.
Campaign one of many tactics in play
Addressing dog-related issues across the region is a top priority for Auckland Council, and this campaign is just one of many initiatives underway to tackle the problem.
The council has recently invested over $5 million in additional funding for Animal Management, allowing for the creation of additional roles, including a new proactive team, and the opening of the new Pukekohe Adoption and Education Centre.
It is also adding additional kennel capacity across the council’s other animal shelters to increase its ability to hold dangerous and roaming dogs.
In the 12 months from 1 July 2024 to 29 June 2025, the council impounded 10,141 dogs. This is a significant increase on the 2024/2025 financial year, when 8306 dogs were impounded across the three shelters.
Public education campaigns, targeted desexing programmes in high risk/ high roaming areas and registration drives are other initiatives underway, along with advocacy to central government to reform the Dog Control Act 1996.
Councillor Bartley says councils need more powers to take enforcement action against owners of roaming dogs, and would support legislative changes to allow this.
“I have recommended that councils take a stronger enforcement role, as communities have had enough of roaming dogs. I’d like to see more penalties for people who don’t care about their dogs, or what they get up to while on the loose.”
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