Dogs protect your home so well, you might not need any other form of protection.

Studies prove that even the little puppies we held at the launch event, protect better from burglary than guns because of their barking.

Dogs are a loving alternative to an existing problem in America.

In partnership with New York City Second Chance Rescue shelter, we held our campaign launch at an event on National Adopt a Shelter Pet Day in Brooklyn, New York. We invited people to consider adopting a dog as a lovingly alternative to protection. We also launched the Gun Buyback program initiative, inviting gun owners to swap their guns for a discount in adoption fees.

We informed attendees on how and where they could take part in the Gun Buyback program. With engaging infographic posters, we called out the numerous reasons why a dog is the best form of protection.

We extended an open invitation to over 200 animal shelters, gun-control organizations, and animal advocacy programs to join the movement.

The campaign successfully raised awareness on the fact that dogs can be the best form of protection:

- During the National Adopt a Shelter Pet Weekend event, 75% of New York City Second Chance Rescue shelter dogs were adopted.

- With 1 million earned social media impressions on the first week, our message strongly engaged with people and ignited the debate on whether or not adopting a dog was a form of protection.

- On Twitter, the engagement rate was above norm with 19% score, User Generated Content was significant and key to drive the conversation around #AdoptProtection.

- US$ 700,000 on earned media

Adoption activations and events, are usually focused on love messages that overlap each other. Our disruptive but insightful message, promoted pet adoption by giving people a loving alternative to home protection. People came over and asked about the initiative.

The idea is based on the insight that is “kind of forgotten,” dogs actually protect you ,and based on studies, even the small ones are better at preventing burglaries than guns.

If people buy guns primarily to protect themselves, why not do it by adopting a form of protection their kids can play with?

The number one reason Americans buy guns is for protection, but studies show that dogs prevent more burglaries than guns (UNC, 2013).

Besides people that are already interested in adopting a pet, we targeted those looking to protect their homes. We linked NYC Second Chance Rescue website content with search terms related to: protection, guns, how to keep a home safe, gun shops, etc.

Through SEO this new target was linked to our event and campaign.

Gun discussion is an extremely sensitive topic in the United States, we needed to deliver our message in a serious yet light-hearted way. We also had to make sure this campaign wasn’t encouraging to adopt dogs as guards, but making sure everyone understood that dogs protect you because they love you.

Each year, in the United States, millions of shelter dogs are waiting to get adopted and more than 600,000 are euthanized. To promote dog adoption, we gave America a loving solution to a problem that worries them: home security.