Cannes Lions

FRIEND FOR FRIEND

E:MG, Moscow / BIRULIOVO MUNICIPAL ANIMALS' SHELTER / 2015

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Overview

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Credits

Overview

Description

Background:

Every fourth retiree in Russia is alone. Risk of early death among lonely people reaches 70%.

There are 100 000 stray dogs in Moscow. Their lifetime is 2 years.

To live longer, stray dogs need to be taken care of, while lonely people need to care for someone.

Objectives:

- To find one solution for both issues.

- To bring attention to loneliness of retirees and stray dogs.

Challenge:

- Break barriers in a way stray dogs are perceived.

- Zero budget.

Solution:

«Care prolongs life».

We have created “Friend for friend” program to train stray dogs to become companion-dogs for lonely retirees.

Together with city shelters we train dogs to adapt to elders. We help lonely people become owners of these dogs.

Promotion strategy:

Two groups of audience:

1. Lonely retirees. Traditional channels: press, radio, TV.

2. Younger crowd who use Internet and could refer their elders to the program.

Execution:

Website to change perception of stray dogs and to introduce them to future owners.

Because of zero budget, we started working with volunteers: bloggers, journalists, photographers, film directors.

Program started to gain notoriety really fast. We won “Socially Active Media” festival and Sanoma IMedia provided us with free press coverage.

Result:

In 3 months, 27 500 000 media impressions with media value of 10 500 000 rubles.

The project was remarked by Moscow Government and received their approval for further development.

Execution

In Fall’14 the “Friend for friend” program was launched.

Together with shelters and animal funds we find stray dogs, assess their behavior and select the ones fit for senior people. These dogs undergo a two-month «Companion-dog» training program. Dogs get certified by passing a test.

Website http://friend-4-friend.org/ aims to break barriers in perception of stray dogs and introduce them to potential owners.

To promote the program we engaged volunteers: journalists, bloggers, film directors, photographers. Roundtables, press conferences, gave interviews were conducted.

The project has won “Socially Active Media” festival and Sanoma IM provided free press coverage.

Initially we worked with one partner only, but gradually additional shelters started joining the initiative. Website was adjusted to include new partners and turned to wide database of companion-dogs.

Eventually, the project was noticed by Moscow Government and received the approval for further development.

Outcome

In just 3 months, the program received 27 500 000 media impressions with media value of 10 500 000 rubles. All on zero media budget.

Impressions were generated by numerous reports on TV channels, radio shows, press publications and social media.

Because of such wide coverage and social buzz created by the program, Moscow Government took note and discussed the program during a regular session. The program started from 5 test dogs which were trained by a two-month «Companion-dog» program. And now together with the Moscow Government we are expanding the database of dogs in partnership with Moscow shelters. That is more than 17 000 animals.

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