The Campaign

To solve stray dog issue, stray dogs need to have a new role, to be Watchdogs protecting the community. Watchdogs wants to show that stray dogs can be useful, by combining smart technology with dog instincts (territorial behaviour & super senses). From now on, there is no need for stray dogs to be kept in cages or euthanised when they can become Watchdogs.

Execution

First, we’ve created a video to show how stray dogs can become Watchdogs by wearing smart vest we’ve created. The video also emphasised the crisis of stray dog issue and show how community can benefit from this project. Then, the best way to amplify the message is to kick start this video by using social media of Soi Dog foundation which already have over 1M followers. The intention of the post is to create conversation about stray dogs and get people engaged with the campaign.

Within 1 month after the video was posted online via social media of Soi Dog Foundation, it was by far the most engaging content Soi Dog ever had. Most people get empathised with stray dogs instantly after watching the video with over +2,000% in engagements rate compared to previous posts. Furthermore, the video has been spread out organically in countless media related to news, animals or technology, such as Reuters, Phuket News, Tech In Asia, Coconuts Bangkok and so on. The video got over 13 million of media impressions worldwide with an estimated of ฿1.4 million earned media and absolutely ฿0 media spending. More importantly, as our goal is to get people to rethink about the value of stray dogs, many people mentioned that they need Watchdogs in their country or even to make it happen all over the world.

The Situation

The solution for stray dog issue is already in all of us. It’s all about our perception that stray dogs are useless and unwanted. Soi Dog Foundation wants to create a whole new story for stray dogs. So, we gave stray dogs a new purpose, by turning them into Watchdogs of the community. Our aim is to create conversation and get people to rethink what stray dogs can do.

The Strategy

As a foundation created to do whatever it takes to help street animals, it is the fundamental goal of Soi Dog to get people engaged and empathised with street animals issue. We believe that no dog deserves to be seen as useless or unwanted. They all have values in themselves. With this campaign, we want to change perception of people in the society about the values of stray dogs. Ultimately, our goal is not just only to turn stray dogs into Watchdogs but it is to create a mutual relationship between stray dogs and the community.