Cannes Lions

HOMELESS DOGS AWARENESS

JWT COSTA RICA, San Jose / CIELO VERDE / 2009

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Overview

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Overview

Description

Costa Rica holds over 1,000,000 homeless dogs. In January 2009, a big earthquake shook the country and left another lot of them homeless. This overpopulation affected the Cielo Verde Dogs Shelter, it became impossible to take care of their 250 dogs for the lack of resources. They came to us requesting a strategy to solve this problem.We had to look for friends the quickest and cheapest way. So we produced a photo session with the shelter's dogs, then we used the most popular medium to make friends, FACEBOOK. Each dog had a profile, and soon began to make online friends. The campaign grew in popularity to the point that the media and celebrities got involved. Through direct media, the dogs and friends kept in touch with each other, and met each other in local parks.3 months after the strategy the dogs had over 5000 online friends. Monthly donations tripled, 102 dogs were adopted, and the other dogs in the shelter got sponsored. We received free media coverage and over half the friends became activists of the cause. Important brands, like Pedigree also got involved. The shelter didn't close down, and is still running. For the first time, we made the man be the dog's best friend.

Execution

Phase 1: To look for friends the quickest and cheapest way. The first step was to produce a photo session with the dogs of the shelter; the portraits were based on their personalities. Then we used the most popular medium to make friends, FACEBOOK. Each dog had a profile and in a few weeks, they would begin to make online friends. Each dog got around 50 new friends and they kept constant communication through Facebook and its apps. Eventually the campaign began to grow in popularity to the point that the media and celebrities got involved.Phase 2: The meetings: A few weeks after the first online contact, the dogs' friends were dated at different parks so they could meet in person and so, their friendship would grow.Direct Mails: We sent direct mails to the dogs' friends consisting of a book which highlighted the values of friendship. Through Facebook, we sent invitations to art expos and dogs' talent shows. These activities worked as a fundraising source for the shelter.

Outcome

After the 3 months of strategy:• We made over 5,000 online friends• The monthly economic donations were tripled• 102 dogs were adopted• The other dogs in the shelter were sponsored by people• Free media coverage• Over half the friends on Facebook became activists of the cause• Important brands, like Pedigree, got involved and they keep helping the shelter to this day• The shelter didn't close down and it's still working• Finally, for the first time, we made the man be the dog's best friend

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