Cannes Lions
GRAPE, Moscow / MOSCOW DOG SHELTER SUPER DOG / 2015
Overview
Entries
Credits
Description
The agency has implemented an innovative volunteer project in Russia. The team decided to emphasize a very complicated and extremely bad illuminated problem: health and life risks for dogs kept in dog shelters. To help dogs in Super Dog shelter (Moscow) stay tame and healthy the agency created a special service, DogDating.me. Anyone authorized through social networks can choose first a dog he would like to walk with and then a person who can make him or her a company. This newly formed couple of volunteers make a trip to the shelter to socialize the dog they have chosen, getting acquainted with each other at the same time. DogDating project got extremely popular and received a great support from Russian media and volunteer community. Three months after the project was launched with the first shelter, the agency upgraded DogDating.me to the level of platform for several dog shelters.
Execution
Step 1. We created an online-service designed to meet and befriend people wishing to save shelter dogs.
DogDating.me is a website, where anyone authorized through social networks can choose a shelter dog he/she likes, then a person he/she would love to meet up with, and, finally, make a date and discuss its details in a special chat.
Step 2. After a month different Russian shelters expressed a desire to join Dog Dating as it proved its effectiveness and gave lots of shelters hope to save dogs’ lives. To facilitate the process of joining the project, the agency created a special platform. Every dog shelter authorized on dogdating.me gets the access to the administration panel and manages the volunteering process. Joining Dog Dating is absolutely free to any shelter. More than 15 dog shelters from different CIS countries have already applied to become Dog Dating residents.
Outcome
DogDating.me received great support from Russian media: from famous Youtube bloggers, marketing and lifestyle online media to federal TV channels, which provided more than 3,000,000 media impressions about the project.
In just a week the project had attracted new visitors streaming to the shelter. Since then, over 1000 people met each other using Dog Dating, which ensured every dog’s safety. Every week up to 50 new couples of «walking volunteers» come to the shelter to spend their time together.
The agency started DogDating.me as a local project in Moscow. After a month different Russian shelters expressed a desire to join Dog Dating. More than15 dog shelters from Moscow (Russia), Saint-Petersburg (Russia), Voronezh (Russia), Kiev (Ukraine), Harkov (Ukraine), Munich (Germany) have already applied to become Dog Dating residents.
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