The Campaign

Recently in Korea, 100,000 dogs are dumped every year. 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. 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 introduced the film in several SNS, Youtube. This film had been spread out fast with watchers’ interest. We started the donation activity and our activity by using this film introduced no.1 portal site in Korea, ‘NAVER’. Thanks to this, donation has been increased by 35% more than we expected. After all, more than 30% of registered members of KOREAN ANIMAL WELFARE ASSOCIATION and 20% of regular donations have been increased.

The Brief

We decide to change people’s mind that they can easily dump dogs and start donation activity for abandoned dogs. To get people’s attention in very effective way, we decided to use far-reaching effect media: the Internet as media, SNS, portal site and YouTube as channels.

Results

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, we started donation activity. 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.

Execution

We uploaded the viral film on the KOREAN ANIMAL WELFARE ASSOCIATION homepage in January. Other Internet channels, such as, SNS and YouTube has been used for wide spreading. The film got spread like wildfire and became a big social issue for 2 months. Then, people started talking about abandoning dogs. Furthermore, lots of people accessed on the web for debating. They started to share their opinions whether abandoning animal can be justified or not. At the same time, social movement for stopping abandoning dogs has arisen and people started to realize that there need donation for abandoned dogs. The donation for abandoned dogs has started as followed, when this film became a social issue on April, 2011.

The Situation

Recently in Korea, the number of dog owners has strikingly increased, and ironically the number of abandoned dogs has also increased. 100,000 dogs are being dumped every year. Those dogs are dying from various diseases, roadkill or euthanasia. Above all reasons of dumping dogs, the biggest reason 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.

The Strategy

We made a shocking viral film of a mother abandoning her child on the road. In the film, mother entering home and found out that her son had messed home up. She took her son and drove somewhere. She suddenly abandoned her son in the middle of the road and left. The son stares mother’s car. The abandoned son turned into an abandoned dog. 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.