Guns is a topic known for dividing America.

Dogs are known for bringing America together.

With this said, home protection is a problem that worries America. The campaign linked these two different elements that barely anyone had associated before. It opened a conversation that doesn’t happen often, and when it does, it’s usually full of insults. For the first time, both sides of the argument agreed on what could be an ideal form of protection.

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

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

Studies show homes with dogs are less burglarized.

Dogs are a natural alarm system and deterrent that burglars try to avoid.

In partnership with New York City Second Chance Rescue shelter, we held an activation event on Adopt a Shelter Pet Weekend at Carroll Park, Brooklyn, inviting people to consider adopt a dog as a form of protection. We also launched the Gun Buyback program, inviting gun owners them to swap their gun for a discount on adoption fees.

We provided attendees with information about the Gun Buyback program, how and where to participate on it. 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

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

In partnership with New York City Second Chance Rescue shelter, we launched the first gun buyback program that involves dogs. Starting on National Adopt a Shelter Pet Day 2018, shelters will waive a percentage on adoption fees to those who surrender a gun.

Gun discussion is an extremely sensitive topic in the United States, we needed to deliver our message in a serious yet light-hearted way.

Each year, in the United States, millions of shelter dogs are waiting to get adopted and more than 600,000 are euthanized.

Adoption campaigns are saturated of love messages that overlap each other. Their differences are subtle, but there are no new reasons given, we needed to stand out.

To promote dog adoption, we gave America a loving solution to a problem that worries them: home security.