The Campaign

We found people usually abandon their pets at trash station just like dealing with a garbage. Meanwhile, stray animals also be found very often at trash station because of they need to find foods. So the creative idea was to make dogs and cats out of trash and exhibit them at trash station for raising people’s attention. When passersby took pictures of our living trash, they were directly to RHR’s homepage where they could learn more and apply to adopt.

Creative Execution

12 trash stations close to local residential districts in Shanghai were chosen as venue for exhibiting our works. We made dogs and cats out of trash. When passersby stop and take picture, they will be directed to RHR Shanghai’s social account for more information and understand how to adopt stray animal. RHR Shanghai & SH Adoption’s social platform promoted the campaign during the exhibition period from Dec 12, 2017 to Jan 11, 2018.

Results

10 days after the campaign launched, total generated: 1) 21,051 new followers on RHR Shanghai social platform; 2) Over 200 adoption applications were received.

RHR Shanghai is a individual institution. They don’t have budget to leverage mass media channels to increase people’s attention on stray animals. So we turned trash station into a special venue to make a direct communication with our target people where they usually abandon their pets as garbage. Besides the direct impact from the installations, people also be directed to client’s platform to get more information.

Our strategy is to use trash station as a special venue to reach general people and tell them these dogs and cats shouldn’t be abandoned like trash. Meanwhile, we can spend the minimum cost but reaching people as more as possible in real life. These installations are to attract people’s attention and direct them to scan the QR code to get more information as well as understanding how to adopt stray animal.