By talking to our target while they were in the process of looking for puppies to purchase, we were able to encourage many people to adopt rather than buy a dog. The site sparked an important conversation about the benefits of adopting dogs locally.

The stats:• 77,000 visitors to the site the first two weeks it was live. • 84 million impressions

We placed a ubiquitous newspaper bin in the middle of town. But instead of newspapers, it appeared to have a bunch of puppies inside. The tight, over-crowded quarters of the space represented the shocking conditions that puppy mill dogs live in. Inside the bins, puppy mill-centric newspapers revealed that many dogs purchased online come from conditions like those in the video.The newspapers also included other articles about the dangers of buying dogs online, along with the suggestion to adopt a local dog instead.

San Francisco has a rich history of social consciousness. But when it comes to getting new pets, a lot of people in the city buy dogs online without knowing they come from puppy mills with terrible conditions. So our challenge was to end the cycle of puppy mills by encouraging local shelter dog adoptions and educating SF residents about the realities of buying dogs online. This awareness campaign was targeted towards aspiring pet-owners in SF.