To meet these objectives, we activated 6 influential content creators in the canine world (education, animal welfare, lifestyle with dogs). Each profile was selected for its engaged community and affinity with the animal cause. We co-constructed with them creative, educational and engaging content around the Urban Doggy Fit concept, featuring their dogs in an urban environment transformed into a playground and activity area. This approach enabled us to demonstrate in concrete terms how street furniture can be turned to the benefit of canine health, while at the same time conveying the values of the project.