| Title | TAKE A LEASH, GIVE A LIFE |
| Brand | SPCA |
| Product / Service | PETS ADOPTION CAMPAIGN |
| Category | A05. Alternative Media |
| Entrant | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
| Entrant Company: | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
| DM/Advertising Agency: | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Marcus Rebeschini | Y&R Asia | Regional Creative Director |
| Edward Ong | Y&R Malaysia | Chief Creative Officer |
| Nils Andersson | Y&R Asia | Regional Head of Art |
| Steve Hough | Y&R Malaysia | Executive Creative Director |
| Ida Rahman | Y&R Malaysia | Creative Director |
| Heng Yik See | Y&R Malaysia | Head of Art |
| Jamie Toh | Y&R Malaysia | Art Director |
| Foo Guan Foong | Y&R Malaysia | Art Director |
| Randy Lee | Y&R Malaysia | Copywriter |
| Jamie Toh | Y&R Malaysia | Typographer |
| Thomas Chiang | Character Studio | Photographer |
| Sam | Character Studio | Digital Imaging Artist |
| T L Tan | Y&R Malaysia | Art Buyer |
| Robert Aw | Y&R Malaysia | AV Producer |
| Elaine Giam | Y&R Malaysia | Senior Account Manager |
| Jacinta Johnson | SPCA | Advertiser's Supervisor |
Animal cruelty is a growing concern. Every month, the SPCA provides shelter for over 700 new cases of abused or abandoned dogs – more than they really have room for. Until good homes are found for these animals, most find themselves on the list to be put down. SPCA desperately wanted to turn this situation around by raising awareness about the dogs under their care, and increase the adoption rate.
With the growing number of pet stores, groomers and specialty outlets in the market, it can be said that there are many dog lovers in Malaysia. But when it comes to owning one, very few people consider adopting from the SPCA. The majority of the responses from a survey conducted showed that it didn’t cross their minds to visit the SPCA. Many were also not aware what the SPCA was all about. Our unique approach in drawing their attention was essential to our message. It also helped boost adoption almost immediately.
To encourage adoption at the SPCA, we decided to give away free dog leashes. We created a special hoarding featuring life-sized pictures of dogs from the SPCA along with dog leashes that were draped over the pictures to resemble cage bars. Placed strategically at a high traffic area in popular shopping malls, the public was urged to symbolically help free the dogs by taking a dog leash. A web link printed onto the leashes led people onto a microsite, allowing them to learn more about the dogs at the SPCA.
The dog leash hoarding was a big hit, creating a buzz that spread quickly across popular social network sites and personal blogs. Even traditional media. SPCA’s Take A Leash, Give A Life microsite received over 10,000 hits. Calls began coming in from more supporters wanting to help our cause, like TV and radio stations. RM3,000 in donations were collected during the first weekend alone. Within a month, enquiries for adoption increased by 500%. SPCA also received numerous requests for interviews and corporate sponsorship offers.