Direct > Use of Direct Marketing
RELIEF PET HOUSE
HAKUHODO, Tokyo / JSPCA / 2012
Awards:
Overview
Credits
Overview
BriefWithProjectedOutcomes
Creative solution:‘Temporary pet house constructed from DM’By slightly changing the way they are cut, boxes could be used for shipping and as a pet shelter. Previously disposed of after use, they were now reused to relieve pets’ stress and refugees and pets could live together.Projected response rates:We want to spread it to more than 14 shelters in 14 major cities in afflicted areas. We want to collaborate with more than 20 companies and partners.
ClientBriefOrObjective
Brief:In 2011, an unparalleled earthquake struck Japan. The Animal Relief Headquarters struggled with animals remaining in crisis due to humans retaining priority in rescue. Pets had lost their owners and private space.Objective:To immediately provide displaced animals with a safe haven.The target audience:Pets that had lost their owners and private space.Strategy:‘Direct mail from human to pet’: reuse cardboard boxes, which contained relief goods, as temporary pet houses.
Effectiveness
The Relief Pet House, cute but functional, was spread and made network much more than we expected.
Used in 72 animal shelters for 3,000 pets. 88 companies, NGOs and universities collaborated with us. It became a hot topic in various media.
February 2012: Fukushima animal shelter closed down. Services no longer needed. All 329 pets it housed found new homes.
The Pet House not only played a role in the shipping of relief goods and reduction of waste, it also gave peace of mind to people who love their pets.
Relevancy
We solved the problem despite not being able to send anything except necessary things, such as foods, nor anything for pets to afflicted areas. Shipping relief goods, transforming pet houses and keeping ecology, this box is killing 3 birds with 1 stone.
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