29.11.2013 adopt and save campaign marketing

More Humanity towards Animals

ADOPT A DOG AND SAVE A LIFE!

a VIER PFOTEN initiative for saving the lives of the dogs in the public shelters,

Romania, 2013


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ABSTRACT

• Beginning with the 3rd of September, the lives of the strays in Romania are threatened. A new legislation permits the mayors to kill the dogs in the public shelters in 14 days if they are not adopted.

• This called for concentrated efforts for saving the dogs in the shelters in Romania, with accent on the public shelters.

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TARGET AND OBJECTIVES

• Target group: – Core target: Animal lovers in Bucharest that can adopt dogs from the private

(mostly Speranta) and public shelters. People that have the will and the means to take a dog at home.

– General target: People in all Romanian cities which mayors agree with the “14 days than euthanasia” method that can help by adopting dogs from the streets or from the public shelters and also push adoption in general

• Campaign objectives: – Make people adopt strays from public and private shelters (mostly Speranta

shelter, the private shelter with more than 600 dogs that VIER PFOTEN is collaborating with)

– Present strays as an alternative for the people that want to buy a breed dog – DFP Project

– Change mentalities regarding having an adopted stray dog (happy/optimistic/real stories with dog owners)

– The better information about strays will prevent prejudices or the fear about the strays

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MESSAGE

Adopt a dog and save a life!

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ACTIONS OBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM PUBLIC AND PRIVATE SHELTERS

• Website presenting the dogs from the shelters (Public and private)

• VIP used as image vectors for promoting adoption and a humane attitude towards animals

• Facebook for promoting the dogs from Speranta and from the public shelters

• Event for promoting the adoptions from Speranta• Outdoor Campaign• TV clip/advertising campaign

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ADOPTIONS WEBSITEOBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM PUBLIC AND PRIVATE SHELTERS

Website dedicated to dogs in public or private shelters. Shelter owners and

NGO’s take pictures of the dogs available for adoption and create thus a database with the dogs

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Results: a peak of 700 visitors/day and an average of 300, with a bounce rate of 30% and an average time on site of 4 mins.


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VIP SUPPORT ADOPTIONSOBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM PUBLIC AND PRIVATE SHELTERS

• 15 VIP’s from different areas were giving testimonials for sustaining adoptions. Many of them already having adopted strays.

• Results: more than 24000 views on youtube, ~400 shares and 500 likes per post (the campaign page and VIER PFOTEN’s page)

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Some of the names: Dan Puric (actor), Monica Davidescu (actress), Leonard Doroftei (sportif), Oreste Teodorescu (TV host), Natalie Ester (actress), Marius Bodochi (actor), Mihai Traistariu (singer), Paula Selling (singer), Pepe (singer), Alexandru Constantin (TV host), Marius Vintila (TV Host and DJ) etc


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OUTDOOR CAMPAIGNOBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM PUBLIC AND PRIVATE SHELTERS • 5 metro stations – a monthly traffic of over

2.000.000 travelers

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OUTDOOR CAMPAIGNOBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM PUBLIC AND PRIVATE SHELTERS

• 5 metro stations – a monthly traffic of over 2.000.000 travelers

• Concept: TNDC – pro bono

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• 3 outdoor locations (near big hipermarkets like Kaufland and Billa (330.000 clients monthly)

• Concept: TNDC – pro bono

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OUTDOOR CAMPAIGNOBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM PUBLIC AND PRIVATE SHELTERS


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• Very active online and PR promotion before the event - More than 25 news in print and online media, Over 2000 shares for the events poster, more than 60.000 views;

• Very good promotion of the event onsite – 5 key media televisions present, 2 key media news agencies and 2 print key media

• 2 VIP’s present to the event

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“DOORS OPEN DAY” EVENT - SPERANTAOBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM PUBLIC AND PRIVATE SHELTERS


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A great event from the communication point of view. • Very active online and PR promotion before the

event - More than 25 news in print and online media, Over 2000 shares for the events poster, more than 60.000 views;

• Very good promotion of the event onsite – 5 key media televisions present, 2 key media news agencies and 2 print key media

• 2 VIP’s present to the event

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Results: 8 dogs adoptedPics: https://www.facebook.com/media/set/?set=a.10151671487661644.1073741889.302068656643&type=3

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ACTIONS OBJECTIVE: CHANGE THE PERSPECTIVE ON STRAY DOGS

• GMP – “The Helping Stray” Pro bono project• PR on the DFP dogs• The clip made by dogs – Propaganda and V8


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GMP – THE HELPING STRAYOBJECTIVE: CHANGE THE PERSPECTIVE ON STRAY DOGS

GMP is one of the most important advertising/PR group in Romania. They’ve got an online, a PR, a production and an advertising agencies within their group. Recent awards:2012 - Cannes Lions, Effie, Golden Drum, Eurobest, ADC Awards2011 – Cannes Lions, Effie2010 – Effie, Golden Drum


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Project’s objective: make people see the stray dogs as a resource for the society and not as a problem.They got the help of a dog trainer (Catalin Cornea) and together with Victor Chitic, VP’s psychologist of the Dogs for People Project, they will find a stray dog in the public/private shelters of Bucharest, and train it for becoming assistance dog for a person with a physical disability.


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VIER PFOTEN is the moral sustainer of the campaign, the campaign belongs to GMPAll the promotion of the project and the video/other materials for this project are made pro bono by GMP



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PR ON THE DFP DOGSOBJECTIVE: CHANGE THE PERSPECTIVE ON STRAY DOGS

• The DFP team, presented in prime time in a 3 min. news. – Antena 1


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THE CLIP MADE BY DOGS – PROPAGANDA AND V8OBJECTIVE: CHANGE THE PERSPECTIVE ON STRAY DOGS

• Clip made in collaboration with Propaganda and V8 that will be pushed on:

• 1. Pro TV, 8. Discovery

• 2. Acasa TV 9. Animal Planet

• 3. Pro Cinema 10. TLC• 4. AcasaGold 11. AXN Black• 5. MTV 12. AXN White• 6. VH1 13. Nat Geo

Wild• 7. Sport.ro 14. History

15. PVTV


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THE CLIP MADE BY DOGS – PROPAGANDA AND V8OBJECTIVE: CHANGE THE PERSPECTIVE ON STRAY DOGS

• The clip: http://www.youtube.com/watch?v=1J5n3STjydE

Marketing

29.11.2013 adopt and save campaign marketing