It seems to me that the campaigns various organizations are engaging in to get people to adopt their next pet are becoming more and more creative. A pet store in Mexico launched the Invisible Owner project in which dogs were allowed to walk around a nearby park with leashes designed to look as though they were being walked by invisible owners. The curious spectators who approached the dogs took an information sheet attached to the dogs’ collars. These sheets, of course, let people know about adoption. More recently, an NGO in Brazil asked local pet stores to loan out their displays to rescue pets. Every person who went in the stores looking to buy a pet and found one they liked got the pet for free (and they were given a little info on pet adoption).
Now, the Battersea Dogs and Cats Home in England has launched what they’re calling the “Looking for You” campaign. This campaign, developed by London-based ad agency OgilvyOne with help from Exterion Media, RFIDiom and Framestore, is just as creative as the others.
“Battersea rehomes animals all over the U.K. and beyond, and this could help encourage people to choose to rescue a dog,” Carly Whyborn, head of operations at Battersea, said, according to Adweek. “We’re using innovative technology in a way that has never been seen before, and we hope more of our abandoned animals find loving homes because of it.”
East London’s Westfield Stratford mall shoppers were greeted outside by Battersea staff who handed out leaflets. The video shows some refusing to take it, some look at the front of it, but none open it. As they carry the Battersea leaflet into the mall, a dog appears on a giant billboard. He walks next to them when they walk, even entering the mall with them and appearing on the various smaller billboards throughout the shopping center. He stops when they stop. He looks directly at them when they look directly at him. He is, by all accounts, following them. Something like that is unlikely to go unnoticed.
And it doesn’t. Which is why this campaign works.
Shoppers with the leaflets notice the dog, stop to read the billboard and when directed to do so, check their leaflets, which contain a chip that allows the dog to follow them everywhere they go. He is a rescue dog looking for a pet parent.
And fittingly, the track that plays throughout the video is Queen’s “Somebody to Love.”
Do you think the “Looking for You” adoption awareness campaign is effective? Could it work in your city?
More Rescue Awareness Campaigns