Results and Effectiveness

In just a month, 10,000 garbage bags were all given out. Most of the people who received the bag had a deep impression of the campaign and indicated that they were willing to join the adoption or to help the stray pets. After the campaign, the number of stray pets is reduced in Guangzhou, and the pets in the animal adoption agencies have been adopted again.

Creative Execution

10,000 garbage bags were printed with the images of dogs and cats, with the cord, appearing to be placed at the neck of the animal.These were distributed to the animal adoption agencies and randomly interviewed people in the community, in the spirit of discouraging the public from maltreating their animals. To get them to really think about what the consequences truly are, if they buy a pet and then discard it.For by discarding them, in most cases means a death sentence.

Insights, Strategy and the Idea

Pet abandonment issues become more and more serious. Statistics show that thousands of pets are abandoned every two years and continues to grow in Guangzhou.It's necessary to change people's mind of randomly abandoning pets and reduce abandonment.Pets are kept by people, and the abandonment is closely related to the people. In Guangzhou, people are used to using garbage bag specially made for daily garbage; therefore, we compare the abandoned pets to the daily garbage, and come up with an idea to print cats and dogs on the garbage bags with zipper on. When people use the garbage bag and pull tight the zipper, it seems like pulling tight the neck of the pets. We use this to get people realize that pets are being killed when they are abandoned as the daily garbage.Pet shop operated by the client is the first place where our target audience will buy the pets.