ABANDONED LIVES

MULLENLOWE MENA, Dubai / 38SMILES / 2016

CampaignCampaign(opens in a new tab)
Presentation Image
Case Film

Overview

Credits

Overview

CampaignDescription

We used the very visible problem of abandoned cars in Dubai to raise awareness of our ‘invisible’ abandoned pets’ problem.

We created the illusion that these abandoned pets were trapped in the abandoned cars to get people’s attention and make them realize how real the problem is.

Execution

We located these cars across key locations in Dubai and fixed them with motion sensor devices. These devices produced loud sounds of pets crying when people walked within a 3-meter radius of the vehicle. Then, when they investigated we hit them with our message using stickers on the cars with real abandoned pets. The social experiment was filmed with hidden cameras and showcased online.

Outcome

In just one week, the online film got more than 500,000 views and over 6,000 shares on Facebook, driving 50,000 new visitors to the 38smiles website and Facebook page.

85% of passersby reacted and got our message.

Newspapers, magazines and other non-profit organizations in the region shared and commented on our film.

The campaign was also discussed on several radio stations across UAE and the 38 Smiles received more PR than ever before.

But most importantly we gave the abandoned pets a second chance.

Relevancy

It’s relevant because this activation campaign was designed to get people’s attention and create immediate response on our target, raise awareness and make them take action about the abandoned pets problem. We engage people by creating a disruptive moment in key locations in Dubai to hit them with our message.

Strategy

There is a well-known problem that people do see every day in Dubai: abandoned cars (over 3000 litter our streets). We found out that the number of pets abandoned every year is the same as abandoned cars.

Why there are abandoned cars? One of the main reasons is because under Sharia Law, which is observed across the Middle East, non-payment of debt is a criminal offence. As the UAE has no bankruptcy laws, there is no protection for those slipping into debt, even accidentally. So people prefer to leave the Emirates before being blacklisted.

Synopsis

3,000 pets are abandoned every year in Dubai; unfortunately it’s not a visible problem that we see every day. 38smiles – a non-profit animal rescue group in Dubai, wanted to raise awareness of the increasing number of pets left behind through a direct ambient campaign with a very limited budget.

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