Every year, the Yulin dog meat festival puts the little known southern Chinese town of Yulin into the headlines. It’s one of the biggest public clashes between dog eaters and animal rights activists.

Winter is high season for dog meat consumption in China. In Shanghai, “CSAPA - China Small Animal Protection Association” wants to remind people to stop the cruelty of eating dog meat.

Instead of going head on with protest and public clashes. CSAPA uses an activation campaign to provoke and pull the heartstrings of many who care for the animals.

At the activation event, on ground volunteers with leaflets reaches out to people to garner support and urge them to help spread the message to others.

Online, a huge conversation followed on social media such as WeChat, Weibo and many other platforms where people take a stand to fight against eating dog meat.

An activation campaign was done with ZERO media cost!

ZERO media cost for Outdoor and ZERO media cost for Social Media.

Delivery tricycles stacked high with delivery boxes are common sights on the streets of China.

Therefore the activation event kicked off with a “Dog Chef” riding a tricycle with loads of caged human beings stacked high on it. It paraded the streets of Shanghai urging people to stop the cruelty of eating dog meat.

As a result of the activation event, a huge conversation followed on social media such as WeChat, Weibo and other online platforms where people take a stand to fight against eating dog meat.

On the first day, page views on WeChat hits 52,000+ and Weibo 100,000+

CSAPA revealed that general public awareness and support had increased by 85%.

After the campaign, the “Dog Chef & Tricycle” turns into a public display installation at CSAPA.