Brief Explanation

In Hong Kong, there are over ten thousand stray cats. Every year when the weather gets cold, cats crawl under cars or into engines to seek warmth. However, cats are killed quite often or injured critically when unsuspecting drivers start their engines and begin driving. We aimed to find a simple but effective way to alert drivers and avoid this kind of accident, thus creating the “Locks For Knocks” Campaign.

Results and Effectiveness

The result was significant. Over 1,200 locks were created and circulated. More than 1,000 students from 40 schools participated in the campaign, designing over 500 locks. All the locks have been distributed and keep spreading around the city to save more lives. Moreover, this campaign has significantly increased awareness of Cats Society amongst the public.

Creative Execution

The “Locks for Knocks” we created served as the actual medium to remind car drivers before they drive. By placing them on the wheels of cars parked outside, they directly raised drivers’ awareness and encouraged them to look out for stray cats by knocking on their cars before driving. Spreading the message was easy as we prompted drivers to place the “Locks” on their own cars onto another nearby car, after removing them. Our target included not only drivers but also the wider public. To raise public awareness, we invited students to design the “Locks” and place them on cars in nearby car parks. This both raised awareness amongst the masses and enhanced the effectiveness of the medium.

Insights, Strategy and the Idea

Our targets are drivers who park their cars outdoors. In order to remind drivers to knock on the cars to alert any stray cats that may be under or in the cars, we created a direct and effective media to communicate this message to drivers: “Locks for Knocks”. Our strategy is simple. First, stop drivers from speeding away in a hurry. Second, remind them to knock on their cars to alert any stray cats that may be hiding in or around the vehicles, allowing them to escape danger. Third, ask them to spread the word to caution more drivers.