Results and Effectiveness

Within two weeks of the promotion in Beijing and Dalian, 19,000 passengers promised to help guide dogs’ going-out on the spot. Up till now, more than 200 taxis, 39 bus lines, 349 restaurants, shops, supermarkets banks etc., have joined in the Guide Dog Love Promise Plan. The visiting rate of China Guide Dog Training Centre website increased by 300%. As a public welfare project, “Paw Print Promise” successfully got the attention and support of the local government.

Creative Execution

1. To look for streets moderately populated and crowded with relatively diversified groups and internet platforms, such as streets in Zhongshan District and the famous platform Net-Ease. 2. To make use of roads that people must pass after work, to touch consumers’ hearts with warm kindness when they are physically exhausted and to form offline We-Media ground by the medium of cell phones and then to spread and promote it through credible network media.

Insights, Strategy and the Idea

In China, there are 17.31 million blind people but only 67 guide dogs. The ignorance of guide dogs brought lower acceptance of them by ordinary people. We intended to let more and more Chinese people accept them and take initiative in helping their going-out. We sprayed luminous paw prints of guide dogs on dimly lit walkways where people could easily stumble. Pedestrians who were able to avoid such dangers because of the guidance of paw prints realized the importance of guide dogs.