Results and Effectiveness

With spontaneously participated, the film had been shares in lots of SNS and portal sites. About 1,000.000 time Like, Hit, and Shared recorded. After the film has become famous, Korea’s No.1 portal site ‘NAVER’ introduced the campaign and we gathered way better achievement without any farther campaign activity. Total donation budget was 35% bigger than we expected. As a result, more than 30% of registered members of KOREAN ANIMAL WELFARE ASSOCIATION and 20% of regular donations have been increased.

Creative Execution

To change people's mind, we made a shocking viral film of a mother abandoning her child on the road. Through the film, we have delivered a strong message that dumping a dog is the same as dumping their child, and it can never be justified. We used the Internet sites, SNS, and Youtube so this film can be spread out widely. The Film had been spread out fast with watchers’ attention. By the time the film became an issue, we started donation activity for abandoned dogs.

Insights, Strategy and the Idea

Recently in Korea, the number of dog owners has strikingly increased, and ironically the number of abandoned dogs has also increased. Every year, 100,000 dogs being dumped and those dogs are dying from various diseases, roadkill or euthanasia. We thought the biggest problem was that people think a dog, not as a member of family, but just a ‘thing’ that they could just throw away when they don’t need it. So, we decide to change people’s mind.