The Brief

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.

Describe how the promotion developed from concept to implementation

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. Users who had been touched by this idea read the campaign ads billboards and made a “paw print promise” to help guide dogs plight in China.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

The creative execution was relevant to the service as it was integrated with direct, online and outdoor channels in order to reach as many people as possible and to also have the message reach the masses as quickly as possible.