Based on dog owners’ attitudes while at the park, our message was executed in a friendly, conversational way that didn’t take itself too seriously. And, needless to say, just by the nature of the piece, the entire execution was design to have owners and their pets interact with it, which is infinitely more powerful than any ad, poster or billboard simply hanging at the park.

For less than $1,000, the balls were produced and distributed during the summer of 2007. During those months, the PSPCA realized a 20% increase in web traffic and 10% increase in neutering, which figured out roughly to a reduction of 100+ newborn animals; well worth the cost to everyone involved.